Effects of race, visual anonymity, and social category salience on online dating outcomes

• Two experiments tested the effect of race on online dating preferences.
• Tested SIDE’s premises regarding visual anonymity and social category cue salience.
• Experiment 1, racial stereotypicality had a main effect on attractiveness ratings.
• Experiment 2, race and stereotype-congruence affected evaluations and DBI.

This study investigates the two facets of the social identity model of deindividuation (SIDE) within the context of online dating and racial stereotyping; visual anonymity and salience of social categorization cues. Experiment 1 (N = 23) employed a 2 (stereotypic attributes) × 2 (gender) × 12 (repetition) within-subject design where participants rated individuals as more attractive when their profiles were white-stereotypic compared to black-stereotypic. Experiment 2 (N = 178) employed a 2 (gender) × 2 (race) × 2 (stereotype congruence) × 3 (repetition) mixed-factorial design to investigate effects of stereotype congruence on evaluations of attractiveness, attitudes, and dating behavioral intentions (DBI). Heterosexual white participants (N = 126) had more favorable evaluations (attractiveness, attitudes, and DBI) of white profile owners with stereotype-congruent profiles than others. Findings are discussed in relation to models of computer-mediated communication and racial bias.

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