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Solomon, Provo, UT : Association for Consumer Research, Pages: 521-527.Unlike before when I viewed dates and gift giving an investment, I was now making decisions about buying from my heart instead of my head.Sexual' practices on dates during the 1940s continued to be conservative in comparison to the sexual revolution of the late 1960s and 1970s (Whyte 1990).
After the World War II disruption of domestic dating, the marriage boom helped precipitate the baby boom which lasted into the 1960s in the U. Bailey (1988) notes that by 1950, going steady had completely replaced the rating and dating complex.Bailey (1988) summarizes the effect of these changes succinctly: "Money -- Men's money -- became the basis of the dating system" (p. With increased expenditures on dating by men, they began to regard dating as an investment in sexual pleasure: "..planned and paid for 'a good time' and asked of their girls a bit of physical intimacy" (Modell 1983).Another trend that started in the 1920s was detected by Waller (1937) a decade later and dubbed "the rating and dating complex." This involved a woman dating many desirable men for the prestige value of appearing popular: In order to have Class A rating they must belong to one of the better fraternities, be prominent in activities, have a copious supply of spending money, be well-dressed, 'smooth' in manners and appearance, have a 'good line,' dance well, and have access to an automobile (Waller 1937, P. Coeds were seen to lose prestige if they dated less desirable men, dated too few men, or accepted last minute dates.This kind favor which, like the others, is too personal and too expensive will make him feel so obligated that soon he will start squirming to free himself from the obligation you have imposed (Jackson 1955, p. Even after the most recent sexual revolution, "Miss Manners" continues to advise: "Another thing that has not changed is what a lady who accepts an expensive present from a gentleman is expected to do in return" (Martin 1982, p. Paradoxically, increased pre-AIDS sexual freedom may have encouraged men to be more demanding about sexual favors, resulting in what is now recognized as date-rape (Bailey 1988).It will be noted that traditional dating guidelines, including the man's obligation to pay for the date and the woman's obligation to withhold sex and "bestow" it only as a special "favor" to the man she loves, were born in an era when women were less likely to work and were economically disadvantaged compared to men (Harayda 1989).
Middle class calling rituals, calling cards, flowers, and other small courtship gifts became increasingly elaborated, common, and expensive during the Victorian era (Ames 1978).