New Straits Times
THE SECOND EXPERIMENT
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