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"That's different than other things we are A/B tested about." In June, Facebook users were outraged when a study showed that the world's largest social networking site had manipulated the news feeds of 700,000 users to see how viewing more positive or negative posts affected users' posting habits.
The researcher who led the study apologized for the anxiety the experiments caused but stopped short of saying the company would halt the practice.
Nearly one in five couples who were a 30 percent match but were told they were a 90 percent match wound up exchanging four messages or more — Ok Cupid’s measure for gauging romantic interest.
The studies revealed that people received about the same personality score with or without accompanying text, meaning the majority of users judged people solely on their looks.
In the post, titled "We Experiment on Human Beings!
"Even when they should be wrong for each other." "Most ideas are bad," he wrote. “That’s how websites work.” A spokeswoman said Ok Cupid, which has around 30 million users, planned to continue with the experiments, which are known in the business as A/B testing. In a tweet, University of Pennsylvania computer scientist Matt Blaze suggested a few new clauses for online user licensing agreements: "We reserve the right to induce despair" and "You agree that there will be no love, except the love of Big Brother." Experimenting on users without their consent could cost the company credibility, said Irina Raicu, director of the Internet ethics program at Santa Clara University.
"They are messing with emotions and with communications," she said.
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