The Beatles were onto something when they sang “Can’t Buy Me Love.” Their lyric feels even more relevant today than in 1964, when the Liverpool quartet released the hit.
When people imagine a romantic partner, what do they value more: a soulful personality or a fat wallet? To explore that question, researchers from the University of York and the University of Essex in the U.K. analyzed more than a million dating ads from around the world. They focused especially on posts from singles in the United States, Canada, France, and India between 1950 and 1995.
The team found that in the U.S., Canada, and France, people looking for relationships have become less concerned about money. In India, by contrast, a partner’s wealth has long been a top priority.
Co-author Dr. Quentin Lipmann said personality is becoming more important in Western countries, a trend not seen in India.
What the Researchers Discovered
The team sorted the ads into four categories based on their content.
Economic ads focused on a partner’s wealth. Personal ads emphasized personality and character. Physical ads highlighted body type. Taste ads centered on hobbies and habits, as reported by the Daily Mail.
Over 45 years, personality grew more important in Western countries while financial concerns declined. By the end of the period, only about 10% of women and 5% of men prioritized a partner’s money above all else.
By contrast, the picture in India looked very different. By the 1970s, 35% of Indian seekers prioritized a partner’s finances; by 1995 that rose to 60%, and women put more emphasis on a partner’s wealth than men did.
Co-author Khushbu Surana said these results fit Maslow’s hierarchy of needs.
She explained that Maslow’s model places material needs before nonmaterial ones like personality. In India, many people’s basic needs remain unmet, so economic factors take precedence.
Dr. Lipmann expects priorities in India to shift toward personal qualities as the economy develops and people become wealthier. Then the appeal of a partner’s inner life, already prized in Western countries, will likely gain more importance in India.
