HOW TINDER USES BUYER PSYCHOLOGY

Summary from the TLDR Marketing newsletter

Tinder began in 2012, developed its swipe feature in 2013, and by 2019 had 5.2 million paying subscribers and $1.4 billion in revenue. It uses gamification techniques like reward screens and variable rewards to release dopamine and make the experience exciting. The app gets around the paradox of choice by focusing users on a single profile with simple left-or-right decision-making. Brands should avoid overcomplicating the user experience to a point where the value ends up getting lost.