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Previous research of personal ads has linked declarations on ads with gender (e.g., Cameron et al., 1977; Pawlowski & Dunbar, 1999), age (e.g., Pawlowski & Dunbar, 1999; Sev’er, 1990), and many other personal factors.Few studies have examined the impact of culture on mate selection patterns as reflected by personal ads.

When people are composing their personal ads, since they usually do not know the reader, they tend to describe themselves based on the stereotypical beliefs of the society.Impression management is normally viewed as one person trying to influence positively others’ perceptions (Rao, Schmidt, & Murray, 1995).Individuals may purposely manage their impressions based on the expected preference of the message receiver.A similar pattern was found in their statements about mate preferences: statement about physical characteristics, financial status and morality more frequently appeared in Chinese personal ads, and statements about personality and hobbies more frequently occurred in American personal ads. Particularly, Chinese women were more likely to write about their own personalities, moralities, and physical characteristics than Chinese men.mate selection, online dating, self-presentation, cross-cultural analysis Personal advertisements are inseparable components of many print media (Vičková, 1996).

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