Swiping right: face perception in the age of Tinder

With an estimated 50 million or more users worldwide, Tinder has become one of the most popular mobile dating applications. Although judgments of physical attractiveness are assumed to drive the “swiping” decisions that lead to matches, we propose that there is an additional evaluative dimension driving behind these decisions: judgments of moral character. With the aim of adding empirical support for this proposition, we critically review the most striking findings about first impressions extracted from faces, moral character in person perception, creepiness, and the uncanny valley, as they apply to Tinder behavior. Drawing on this research and the evolutionary theory of biological markets, we formulate several hypotheses that offer directions for future studies of Tinder and other dating apps. We conclude that research on face perception of novel targets supports the plausibility of moral character as a potential factor affecting the swiping decisions and subsequent behavior of Tinder users.