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And the idea here is I need to make it expensive for you to signal to me that you’re very interested in me.And the way they did was they said, everybody on our site can send invitations for dates to up to a certain number of people, but only two of those people can they also send what they called a virtual rose to. And it turned out that this was very effective in the sense that people were much more likely to respond to a request for a date If it came along with a virtual rose than if it was just any old email that said, hey, I think you’re cute or whatever people say in these emails.

PAUL OYER: Well, in everyday life, we’re always going around making decisions and some of those decisions are very costly.So when I go to the grocery store, if I spend a lot of time scanning the shelves, I could be doing other things.Now it has its downfalls that we’ll probably get to, but at least it’s a sort of quick way to get a feel for people that might be of interest to you.So you have to spend the time going through profiles on websites and things like that and that can be very costly.And you had some really great examples of everything from Korean dating sites to high end law firms on how people do this, or law clerkships.

And I’m just wondering when you think about ways to signal interest in a way that will reflect well on you and result in a positive outcome, as you call it in the book maximum utility or maximum happiness, what were some of more effective approaches that you saw?And so when we think about a place where investing and getting what you really want is particularly valuable, it seems like the market for a life partner is hard to beat.So if we just go into some market where everything is commodity, I don’t know, stocks, or bonds, or something like that, we don’t need to do much searching.So how does that kind of mutual choosing option kind of mix things up?PAUL OYER: Well, it does make the market a lot more complicated as I point out in the book.But the world is not ideal and going about searching through people is very costly.