How does the MSU study challenge current dating app design?

The study challenges the scarcity logic prevalent in apps like Hinge and Bumble. These apps limit choices based on choice overload theory, but the MSU research indicates that expanding choice sets might actually lead to better user outcomes and stronger commitment intentions, prompting a re-evaluation of design principles.

What implications does this research have for dating app operators?

For dating app operators, this research suggests testing expanded choice sets within their platforms. Instead of strictly adhering to scarcity models, operators might find that offering more profile options could improve user match quality and foster greater commitment among their user base.

Company

Michigan State University

Michigan State University research impacts dating app design, challenging scarcity models to improve user commitment and match quality.

Maintained by the High Intent newsroom. Last updated July 31, 2026. Led by founder and CEO Bill Alena, backed by a team of industry experts with over 100 years of online dating experience between them.

Michigan State University: key facts

Website: msu.edu

What Michigan State University does

Michigan State University is a public research university in East Lansing, Michigan. The institution conducts extensive research across various fields, including social sciences and human behavior. A study from MSU, involving 535 participants, investigated user behavior in online dating contexts. This research specifically examined the impact of profile display quantity on user commitment. The findings suggested that users presented with a larger selection of profiles, specifically 31, demonstrated a greater intent for commitment compared to those shown only 6 profiles. This challenges the prevailing scarcity design philosophy adopted by dating applications like Hinge and Bumble. The study implies that current app designs, which limit user choices based on theories of choice overload, may not optimize user outcomes. This research provides data for dating operators to reconsider expanding choice sets.

Questions operators ask about Michigan State University

The key finding was that users shown 31 profiles intended stronger commitment than those shown 6 profiles. This suggests that limiting choices, a common design in apps like Hinge and Bumble, may not enhance user commitment but could potentially hinder it.

Our coverage of Michigan State University

1 story

MSU Study Puts Hinge and Bumble's Scarcity Logic on Trial
A Michigan State University study of 535 participants found users shown 31 profiles intended stronger commitment than those shown 6, challenging the scarcity design at Hinge and Bumble. This suggests current app designs limiting choices, based on choice overload theory, might be hindering user outcomes instead of improving them. Operators should consider testing expanded choice sets to potentially deliver better user match quality and commitment.
May 28, 2026

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