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Cultural differences play an important role in the experience of day to day activities — including Tinder.
For example, a Canadian male swiping through female pictures in Brazil will notice that the women in Brazil are much more likely to display fancy handbags or be sitting in an expensive looking car.
North - America - Signals - Consumption - Strategy
In North America, costly signals, through conspicuous consumption, is a more male-oriented strategy.
Female Canadian Tinder profiles tend to signal kindness and benevolence while Brazil, they signal affiliation and status.
Reflection - Gaps - Brazil - Canada
This could be a reflection of the greater socioeconomic gaps in Brazil than in Canada.
Picture this scenario. You are going backpacking around South America and stop in Brazil. You will be there for only a few days, but you want to meet someone local.
Tinder - IPhone - Hopes - Match - Term
You open Tinder on your iPhone, and begin swiping with the hopes of meeting a local match to hang out with short term. This is something you do on a regular basis, back home in Canada. Should you expect your experience to be the same as back home?
The short answer is no!
Differences - Role - Experience - Day - Day
But why is that? As one might expect, cultural differences play an important role in the experience of day to day activities. Practically speaking, what does that mean, while swiping away on Tinder?
A Canadian male swiping through female pictures in Brazil will notice that the women in Brazil are much more likely to display fancy handbags or be sitting in an expensive looking car.
Part - Research - Consumption - Behaviours - People
As part of my research on mating consumption behaviours, I explore how people use luxury and status as a signal to potential mates. Displaying luxury products in a public setting is known as a costly signal, one similar to fanning your peacock's tail.
In the Tinder context, displaying wealth is one strategy used to signal status and resources; it's a mating call.
North - America - Swiping
In North America, a female swiping...
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