The Effect of the Chinese One-Child Policy as Imposed Scarcity on Spouse Hunting
Yu, C., Jin, Z., Dennis, C.,
Yu, C.,
Jin, Z.,
Dennis, C.,
Publication Date
2025-09
End of Embargo
Supervisor
Rights
(c) 2025 The Authors. Full-text reproduced with author permission.
Peer-Reviewed
No
Open Access status
openAccess
Accepted for publication
Institution
Department
Awarded
Embargo end date
Collections
Additional title
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 agebased differences. Findings will contribute to theoretical and practical discussions on romantic consumption by: 1. Extending attachment theory to explain how scarcity-driven desperation influences spouse-hunting behaviours. 2. Applying reactance theory to romantic decision-making, providing insights into how individuals react to imposed limitations in the dating market. 3. 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.
Version
Accepted manuscript
Citation
Ueno A, Yu C, Jin Z et al (2025) The Effect of the Chinese One-Child Policy as Imposed Scarcity on Spouse Hunting. British Academy of Management (BAM 2025) annual conference. 1-5 September 2025. Kent Business Schools, University of Kent, Canterbury, UK.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Abstract