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In such studies, participants are not informed about the nature of the study until afterwards.

A good rule of thumb is whether the potential harm of participating is no greater than what people would ordinarily experience in their daily lives (this is called minimal risk).But here's the twist: when Ok Cupid duped users who actually had low compatibility, telling them that their compatibility score was 90%, they had a 17% chance of having an online conversation."The mere myth of compatibility works just as well as the truth," said Christian Rudder, co-founder of the online dating site, in a blog post about the results of the Ok Cupid study, The experiment worked in the other direction as well.So in OKCupid’s experiment, the worst that could possibly happen is that a participant goes on an unsuccessful date with someone whom they met on the site.Maybe they saw a high match percentage online but ultimately found they weren’t really that compatible after all once they met in person.

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It’s unclear whether OKCupid or Facebook debriefed the participants in their studies, although they did an “indirect debriefing” by making their procedures and results publicly known (and perhaps assuming that their users follow the news).

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