Abstract
China’s one-child policy (1979–2015) has created a significant gender imbalance, leaving 34 million more men than women and intensifying competition in the marriage market. This study examines how imposed scarcity affects spouse-seeking behaviours through the lens of attachment theory and reactance theory. While attachment anxiety is expected to heighten desperation for romantic relationships, attachment avoidance may lead to greater reluctance in spouse-seeking. Meanwhile, reactance theory suggests that men — especially onelings (only children) — may experience heightened urgency due to limited partner availability and social pressure to marry.
This study employs a quantitative survey-based approach to analyse attachment styles, desperation, family influence, and spouse-seeking methods among Chinese adults born during the one-child policy era. A structured online questionnaire will be distributed to a representative sample (ages 25–45, various marital statuses) using quota and snowball sampling via Chinese social media platforms and dating forums. Structural Equation Modelling (SEM) and multigroup analysis will assess the relationships between attachment styles, desperation, and spouse-seeking behaviours, while also examining gender and age-based differences.
Findings will contribute to theoretical and practical discussions on romantic consumption by:
- Extending attachment theory to explain how scarcity-driven desperation influences spouse-hunting behaviours.
- Applying reactance theory to romantic decision-making, providing insights into how individuals react to imposed limitations in the dating market.
- Examining traditional vs. digital matchmaking trends, offering implications for consumer behaviour, marketing strategies, and matchmaking industries.
By bridging relationship psychology and consumer behaviour, this study provides new perspectives on the impact of demographic policies on romantic consumption. The insights are relevant for academics, policymakers, and the dating industry, particularly as China navigates post-one-child policy demographic shifts.