The market has seen an explosion in dating apps recently. What started out as a relatively straightforward model, in which users fill out profiles and are subsequently either matched up with potential mates or do the filtering themselves, has rapidly evolved to include a wide array of apps with all types of spin-offs and niche products.
To illustrate this point, there is currently a mobile app in the iTunes store called SaladMatch which aims to connect users based on their salad preferences.
With this type of rapid expansion, one might assume that it would be difficult to observe any sort of meaningful trend running through all of these newcomers. As it turns out, this is not the case, as the most noticeable trend is actually rooted in a number of theories from the field of Psychology.
Generally speaking, as the number of choices a consumer is given increases, their chances of making a purchase decreases. This is rather counterintuitive, as one would expect that more options would equate to a greater likelihood of someone finding a product or decision path that matches up with their wants and needs. However, research from a number of sources has indicated that this expectation does not hold true.