The Rewarding Nature of Matchmaking

Lalin Anik, Duke University, USA
Michael Norton, Harvard Business School, USA
Four experiments examine the psychology underlying the proclivity to play “matchmaker.” We show that matching others with the goal of creating connections leads to greater happiness and is more intrinsically rewarding than other tasks. We also document “need for closure” is a critical moderator of the rewarding nature of matchmaking.
[ to cite ]:
Lalin Anik and Michael Norton (2013) ,"The Rewarding Nature of Matchmaking", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.