The Upside of Irrationality
Another irrational finding is: "Greater labor leads to greater love" (p.105). That's the appeal of DIY projects and cooking at home -- even for those who are not motivated by saving the cost of hiring someone else to do the work for them. There are many ramifications for that, including relationships, parenting, and, I would say, even religious practices. Generally, people believe that Judaism light will be more appealing to more people, but if you lighten the labor, you do end up lightening the love, as well. And, certainly, engaging directly with a mitzvah, as in the accounts of the Tannaim who would prepare something for Shabbos with their own hands rather than leaving it to servants or others in the household, can simultaneously demonstrate one's love for Shabbos and increase it.
Another very important observation for relationships -- whether they are personal or business is the power of an apology that conveys sympathy for the problem one has encountered-- even if it does not solve it or really diminish the inconvenience. "Indeed, we found that the word 'sorry' completely counteracted the effect of annoyance. (For handy reference, here's the magic formula: 1 annoyance + 1 apology = 0 annoyance.) (p/ 150) Also see http://www.examiner.com/jewish-bridal-in-new-york/groupon-s-gaffe-how-to-turn-around-a-mistake-a-relationship and Ms. Maven's advice to use an apology to erase mistakes at http://kallahmagazine.com/Advice.htm
The drawbacks he finds in online dating are very similar to those of the shidduch system. People spend far more time looking over profiles than interacting with people in person. He concludes that it shouldn't be called "online dating" at all: "If you called the activity something more accurate, such as 'online searching and blurb writing,' it might be a better description of the experience" (p. 221). And that even without the time spent trying to dig out information about prospective dates from references. And proof that profiles (like shidduch resumes) or descriptions of what one is looking for are useless because the searchable terms have very little bearing on whether or not a couple will click when they meet."This is the essence of the problem with a market that attempts to turn people into a list of searchable attributes" (p. 230).
The only flaw I would point is the fact that the experiments that are described really do not constitute a broad and random enough sampling to truly prove the theories.
Related post: http://kallahmagazine.blogspot.com/2011/02/spousanomics.html