First, there is the tension between
Western notions of human reason — nature - controlling, deductive and scientific — and a more embodied, feeling, experiential
approach which draws on biological and
psychological processes.
According to Harry Reis, a professor of psychology who coauthored a 2012 study on online dating called Online Dating: A Critical Analysis From the Perspective of
Psychological Science, the switch likely happened because the
Western world experienced a transition in the way it
approaches romance.