1. NO WASTED TIME JUST LOCATION PRIVATE FROM FRIENDS
It´s a match! You and Consumer Behavior have liked each other.
Points of difference:
NO WASTED TIME JUST LOCATION PRIVATE FROM FRIENDS
Competitors: Badoo Pure WhosHere
About Tinder
GPS- based social search app
Offering people possibility of human interaction
One billion swipes per day
Used in 196 countries
made by ascetiCRM

2. The Self components
1. Self-esteem: those who are insecure of themselves seek validation through matches on Tinder
2. Real vs. ideal self: Tinder users often photoshop and use massive filters to enhance their attractiveness
3. Multiple selves: one might be a loyal husband one day, and be a cheating Tinderello the next night - women can explore their versions of selves (e.g. more adventurous)
A person’s sex-role identity is a major component of self-definition – Tinder has impacted this identity massively
Chapter 5

3. Loss of self: the phenomenon of ghosting – a result of today´s cited „hookup culture“ can lead to a feeling of self loss
Chapter 5

4. Social roles In theory:
women are supposed to pursue communal goals – striving for consensus and harmony
Men are supposed to pursue agentic goals – self-assertion and mastery
On Tinder:
Both sexes are looking for self-assertion, but we believe that women do even more so on Tinder
Men might search for mastery and self-validation, but receive much less self-validation than men
shift in women´s traditional role: women as hunters, less oriented on being the nurturing, consensus-oriented person
Chapter 10

5. Cultural shift
Shift in gender roles Social media revolution: connected 24/7
Media democratization: people decide the attractiveness on their own
Conformity: profiles` similarity to be accepted by potential mates
Shift in intimacy: nowadays popular cultures make it possible to find a partner on-line, 100 years ago it was an intimate topic: only family issues. Without appropriate culture – not possible: even in Arabic cultures
Social media revolution: Fear of missing out - connected 24/7 (through app, can track people according to their location), want to find and receive more at the same time, opportunity to choose the best candidate to maximize the time
Chapter 10

6. Cognitive dissonance: approach – avoidanceVS
Public private issue (
Chapter 6

7. Resolving dissonance
Different places = Different people Can keep secrecy and privacy for your primary group (no FB friends suggested) Position the app as having LOVE, not SEX
Chapter 6

8. Recommendations
Happy End for Tinderella?