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Traditional beliefs matter in the marriage market: Evidence from zodiac compatibility in China

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  • Wu, Lingwei
  • Zha, Danyan

Abstract

We examine the impact of traditional beliefs on spousal matching in China, focusing on the role of the zodiac compatibility system, which predicts a couple’s potential compatibility into three types: good, bad, and neutral. Using observational data from the population census, we document that couples with bad compatibility are significantly less prevalent than those with neutral compatibility, while good compatibility has an insignificant positive effect. To shed light on the mechanism, we use an incentivized online survey experiment to elicit individual-level evaluations of potential matches based on zodiac compatibility, where the findings are consistent with the observational analysis. Lastly, we also examine the cost of the culture, where the results show that individuals facing a “worse” marriage market regarding zodiac compatibility are more likely to remain single.

Suggested Citation

  • Wu, Lingwei & Zha, Danyan, 2026. "Traditional beliefs matter in the marriage market: Evidence from zodiac compatibility in China," Journal of Economic Behavior & Organization, Elsevier, vol. 246(C).
    • Handle: RePEc:eee:jeborg:v:246:y:2026:i:c:s0167268126001253
    DOI: 10.1016/j.jebo.2026.107539
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    Keywords

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    JEL classification:

    • J12 - Labor and Demographic Economics - - Demographic Economics - - - Marriage; Marital Dissolution; Family Structure
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Z1 - Other Special Topics - - Cultural Economics

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