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This research was supported by the Kilts Center of Marketing (Hitsch), a John M.(iv) There are gender differences in mate preferences; in particular, women have a stronger preference than men for income over physical attributes.Note that previous versions of this paper (“What Makes You Click?We estimate mate preferences using a novel data set from an online dating service.The data set contains detailed information on user attributes and the decision to contact a potential mate after viewing his or her profile.
(We thank Babur De los Santos, Chris Olivola, Tim Miller, and David Wood for their excellent research assistance.