Halo-effekten: hvorfor bilder forvrenger dømmekraften din på dating-apper

You see a photo of someone on a dating-app. Symmetrical face, warm smile, good clothing. Within a fraction of a second you have a judgement ready: this person is surely also intelligent, funny and reliable. It feels like intuition. In reality, it is a cognitive bias that is fooling your brain.

That bias has a name: the halo-effekten. And it is one of the biggest obstacles to finding a partner who truly suits you.

Hva er the halo-effekten?

The halo-effekten was first described by psychologist Edward Thorndike in 1920. He oppdaget at officers who had to assess soldiers on various qualities (intelligence, leadership, physical fitness) consistently gave higher scores on all dimensions to soldiers they found physically attractive. The positive impression of appearance radiated like a halo over all other assessments.

Since then, the effect has been confirmed in dozens of studies. Attractive people are rated as more intelligent, kinder, more reliable and even morally superior. Without any evidence to support it. It is one of the most robust cognitive biases we know of.

Hvordan halo-effekten fungerer på dating-apper

Dating-apps are designed around photos. The first thing you see is a face. Only then do you (maybe) read the bio. This means the halo-effekten is maximally active at the moment you make a decision. You sveip right on people who look good and ignore profiles that might suit you much better, but that don't pass the visual selection in 0.3 seconds.

Forskningen is consistent: the factors that determine initial attractiveness (symmetry, physical features, clothing style) are entirely different factors from those that determine whether you'll still be happy with someone after two years (emosjonell responsivitet, konfliktreparasjon, shared values). Due to the halo-effekten, you optimise for the wrong selection criteria.

Worse still: the halo-effekten masks potentially serious incompatibilities. Someone who looks good is not only rated as kinder, but also as more reliable and more stable. Røde flagg that would immediately stand out with a less attractive person are unconsciously ignored with an attractive person.

Eksponeringseffekten som motgift

Psychologist Robert Zajonc discovered the eksponeringseffekten in 1968: familiarity increases attractiveness. The more often you see, hear or speak to someone, the more attractive you find that person. This even applies to people you initially found neutral or unattractive.

The implication for dating is far-reaching. If you first get to know someone through conversation, without the visual bias, you judge the photo afterwards in a completely different context. The personality you've come to know colours your view of their appearance. And that colouring is often more positive than the unbiased first impression would have been.

Many happy par confirm this pattern. When you ask them whether they found their partner physically attractive at first meeting, a significant proportion say: not necessarily. But as they got to know the person, the attraction grew. That is the eksponeringseffekten in action. It doesn't work despite vitenskapen, it works exactly as vitenskapen predicts.

The challenge is that the current dating ecosystem sabotages this natural dynamic. By using photos as the first filter, potentially excellent matcher are filtered out before there is any chance for the eksponeringseffekten. People you might have found fantastic in a chance encounter in everyday life are sveipd away in a quarter of a second based on a single photo taken at an unfortunate moment.

Onedaytes Progressive Reveal

Onedayte applies this insight through the Progressive Reveal system. At the first presentation of a match, the user sees a heavily blurred photo: enough to recognise general contours (gender, build, hair colour), but not enough to form an attractiveness judgement.

After 5 exchanged messages, the first photo becomes clear. At that point, there is already a basis of curiosity and emotional engagement. After completing the first Love Maps round, all photos are released. The user then already knows the match's inner world, meaning appearance is judged in a much richer context.

"Happily married par aren't smarter, richer, or more psychologically astute than others. But in their day-to-day lives, they have hit upon a dynamic that keeps their negative thoughts and feelings about each other from overwhelming their positive ones."

— Gottman & Silver, The Seven Principles for Making Marriage Work, 1999

Sources: Dion et al. (1972), Thorndike (1920)