New Straits Times



motivation­al (How motivated were you to build a romantic relationsh­ip with the person?) dimensions. To evaluate their motivation­al level, they had to answer a second question: “How much will you be willing to spend on a gift for her?”

In this mental dating-scenario simulation, the affective evaluation showed that an “easyto-get” strategy worked better than a “hardto-get” one under both non-commitment and commitment conditions.

However, the motivation­al evaluation showed a different pattern. Under the nocommitme­nt condition, the participan­ts’ motivation to pursue a romantic relationsh­ip was lower under the “hard-to-get” condition than the “easy-to-get” one. But, it was the other way round for those under the commitment condition.

“The findings from the first experiment confirmed that the level of commitment does play a role in the distinctio­n between affective and motivation­al evaluation­s. The second experiment that followed serves to validate the propositio­ns in a real-life situation,” Dai said.

From a practical perspectiv­e, it offers useful tips on how to identify whether we should use the ‘hard to get’ strategy for specific situations.

In the second experiment, a speed-date was held. A few days before the event, 61 male university students were given informatio­n on their dating partners.

Those under the commitment condition were allowed to choose their dating partner out of four profiles via email. Three out of the four profiles were purposely made less attractive. Associate Professor, Department of Marketing, Chinese University of

Hong Kong Business School

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