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But Ansari seems to be taking the topic seriously, teaming up with sociology professor Eric Klinenberg to really analyze contemporary courtship.

Ansari refers to the things most of us do on first dates (i.e.

When it comes to practical advice, Ansari and Klinenberg suggest not filtering people too harshly based on their profiles and giving them more than just a first date because “few people initiate romantic relationships based on first impressions.

Instead they fall for each other gradually.” Plus they make a fairly convincing argument that swiping away on Tinder is no more superficial than walking into a bar and deciding which person to talk to based on how they look.

You can extrapolate how to use this finding from a marketing perspective: If you need to reach out to customers or prospects about an emotional or sensitive subject, don't use a one-size-fits-all approach.

Citing , a book by psychologist Barry Schwartz, Ansari and Klinenberg pointed out that more options doesn't necessarily lead to happier customers.

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