Gaby
Perhaps the Beatles were right when they sang that money can’t buy love. Their words have become even more relevant today than they were in 1964 when the Liverpool quartet released their hit “Can’t Buy Me Love.”
What do people primarily consider when dreaming of romantic relationships: the allure of their partner’s soul or the thickness of their wallet? To explore this question, researchers from the University of York and the University of Essex in the UK analyzed over a million dating ads from around the world. They focused particularly on the postings of singles from the United States, Canada, France, and India between 1950 and 1995.
The team found that in the U.S., France, and Canada, those seeking relationships are increasingly less concerned about financial matters. However, for lonely hearts in India, a partner’s wealth has always been a top priority.
As co-author Dr. Quentin Lipmann noted, personality is becoming increasingly important in Western countries, but this trend is not observed in India.
What the Researchers Discovered
In analyzing the vast array of dating ads, the team categorized them into four groups based on their content.
Economic ads primarily focused on the future partner’s wealth. Personal ads emphasized human qualities. Physical ads were dedicated to body types. And taste ads concentrated on hobbies and habits, as reported by the Daily Mail.
The researchers observed that over the span of 45 years, the importance of personality in Western countries grew significantly, while the significance of financial factors diminished. Only 10% of women and 5% of men prioritized their partner’s money above all else.
In contrast, the picture was quite different in India. By the 1970s, 35% of seekers of happiness there prioritized their partner’s finances. By 1995, this figure had risen to 60%, with women placing greater importance on a partner’s wealth than men.
As co-author Khushbu Surana pointed out, these findings support Maslow’s theory of the hierarchy of needs.
“In this structure, material needs must be met before you can focus on non-material ones, such as personal qualities,” the researcher explained. The reality is that, unlike in Western countries, the “first-order needs” of people in India are still unmet, leading them to prioritize economic factors.
Dr. Lipmann believes that the priorities of people in India will shift towards personal preferences as the country’s economy develops and people become more affluent. At that point, the appeal of a partner’s inner world, which is valued in Western nations, will also take center stage in India.
