They see swingers personals ads as being more desirable, sexy and have a feeling of their own "personhood". Couples say that swinging creates a stronger bond between them, finding that their ability to communicate is significantly increased. Couples agree that if they can discuss swinging , they can discuss anything with each other. Swingers agree that swinging, has had positive effect on their marriage, with most agreeing their marriages have improved.

The effects of swingers personals ads most often felt are the following: (1)couples experienced an increased feeling of warmth, closeness, and love often most intense immediately after swinging. (2)Knowledge and confidence regarding sexual technique is increased. (3)Social life is enriched and active.