OKCupid admits to experimenting on customers

OkCupid, a top U.S. matchmaking website, regularly mismatches users to test its technology, the IAC/InterActive Corp. service revealed on Monday, weeks after Facebook Inc. admitted to misleading users in a psychological study.

"When we tell people they are a good match, they act as if they are," co-founder Christian Rudder wrote in a blog post. "Even when they should be wrong for each other."

Known as A/B testing, OkCupid said it would continue with the experiments, according to Fox Business.

In June, Facebook users became angry when the social networking site admitted to having manipulated news feeds to see how viewing more positive or negative posts affected users' posting habits. A Facebook researcher apologized but did not say the site would stop the research.

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