Going through the aisles of Trader Joe’s, UO senior Mingma Sherpa picks up the off-brand Takis from the shelf, placing it in her cart. Easy choice, little options. The paradox of choice allows us to rethink our idea that more options provided will allow us to feel more content. But in reality, an abundance of options makes it more difficult to feel satisfied.

Trader Joe’s sells primarily their own brand of products. One brand of ketchup, one brand of peanut butter and one brand of coffee. The concept of choice paralysis comes less into play with fewer options. Considering this, what can be said about dating apps? How does the endless amount of choices create a “grass is greener on the other side” perspective? And what is its impact on emotional intimacy in the modern dating world?

Through her experience on Hinge and Tinder, Sherpa believes that, “You have to sell yourself on dating apps,” she said. “I feel like I am selling a product and a curated archetype of myself as a person that is a good investment for others.”

Apps such as Tinder provide premium accounts such as Tinder Plus, Gold and Platinum. Features include five super likes per week, message before matching and unlimited likes; a chess game to gain the best opportunities to find the one, a hookup or a fling. An overwhelming amount of factors to decide whether to go on a date, before even meeting in person.

You can examine the “product descriptions,” such as interests and photos, and maybe even read some “customer reviews” in the form of user comments. Ultimately, you make a choice based on your preferences, hoping to find the perfect “item” that complements your life. If we can pick our perfect partner based on a profile, one can argue there’s always a “better” person or profile out there. But if we continue to sell ourselves as products, when does the interaction become transactional?

Another UO senior, Maddy Fry, spoke about her experience on dating apps. “I met my boyfriend of almost three years on Tinder,” she said. “Some people are more inclined to open up to you after seeing a profile. They see that you seem like a cool person to get to know.”

Dating on apps can be a way for some people to vet before investing time in going out. Look at the product, then put them back on the shelf or in the cart.

“I feel as if it’s hard to commit when there’s always a better girl or profile. It’s like a kid in a candy shop, Why buy just one when you can try a bunch out?” Sherpa said.

There’s a high demand for connection whether it is real life or on social media. We tend to be drawn towards instant gratification opportunities, which can either benefit us or not. It’s up to our judgment to decide who is a solid investment or a weak investment especially in such a vulnerable dating realm. That can be said on dating apps or in “real life,” and in such a technologically savvy culture, we decide what culture we choose to participate in.