Abstract
The actual characteristics and desires of candidates or marriage cannot be clearly identified without careful examination (Anderson & Hamori 2000). Accordingly, the classified advertisement system looks like a ‘market or lemons’ (Akerlof 1970), which sharply contrasts with the matchmaking agency system. The continued existence of classified advertisement system just proves it furthers the goals of certain singles—namely, libertine females and libertine males. The present paper uses two databases: the first database consists of a sample of personal advertisements extracted from a specialized publication; the second database is the customer file of a matchmaking agency. This paper predicts which variables will determine the commitment level desired by individuals and why matchmaking agencies’ customers are more sincere than advertisers.
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