Dating Apps Could Be Changing What You Find Attractive, Psychologists Warn

June 28, 2026 - 08:01

Psychologists are raising concerns that dating apps may be altering the way people experience attraction, potentially short-circuiting a natural psychological process known as the "mere exposure effect." This effect, long studied in social psychology, describes how people tend to develop a preference for things or individuals they encounter repeatedly over time. But experts say the swipe-based design of modern dating platforms may be undermining this mechanism.

Instead of allowing attraction to grow gradually through repeated, low-stakes exposure, dating apps encourage rapid, high-volume decision-making. Users swipe through dozens of profiles in minutes, often basing their judgments on a single photo or a brief bio. According to researchers, this creates a feedback loop where the brain learns to expect instant, surface-level appeal rather than the slower, more nuanced process of getting to know someone.

Dr. Elena Marchetti, a cognitive psychologist at the University of Milan, explains that the mere exposure effect typically requires repeated, neutral encounters to work. "In real life, you might see someone at a coffee shop or in a class several times before you feel any pull toward them," she says. "But on an app, you're making a split-second decision and then moving on. That constant novelty can actually train the brain to devalue familiarity."

The result, some experts suggest, is that users may become less open to partners who don't immediately fit a narrow, algorithm-driven ideal. Over time, this could make it harder for people to form lasting connections, as the brain becomes conditioned to expect constant novelty rather than the slow build of genuine attraction. While dating apps offer convenience, psychologists warn that users should be aware of how the design may be reshaping their romantic instincts in ways they don't fully realize.