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The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of ﬁnding a romantic partner.
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Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.
This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.
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