ChemistryGreat Atlantic Monthly article about the science of attraction, at least as applied by custom-matching online dating sites (eHarmony, Chemistry.com, and PerfectMatch). The sites all employ research scientists seeking to empirically test models of long- and short-term attraction.
Instead of finding soul mates by "checking off boxes in columns of desired traits, like an a la carte Chinese take-out menu," these sites employ surveys that map to Myers-Briggs-esque personality types, or even hormone levels. (For example, people with greater relative seratonin levels tend to be calm and popular, and are good matches for people with greater dopamine levels, who tend to be optimistic and motivated.) The chemical correlations are particularly interesting, in that they reveal ways in which complementariness is more important than similarity. Plus, Chemistry.com's using post-date surveys to improve their algorithms and structure interventions (e.g. telling Jack, who describes himself as "well dressed" but whose dates complain of his cut-offs, to wear trousers next time).
The article concludes with a comparison to traditional matchmaking services, which apparently cost $8-10,000. Somehow, I think such a self-selecting group (those that can afford and think it's worth it) is bound to have highly similar people already. Best of luck to them.
Gottlieb, Lori. "How do I love thee? A growing number of Internet dating sites are relying on academic researchers to develop a new science of attraction." The Atlantic Monthly 297.2 (March 2006): 58(10). (Non-CMUers, let me know if you can't find it.)