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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.
However, perhaps due to the crass associations of exchanging money and gifts for the attentions and sexual favors of prostitutes, mistresses, gigolos, and gold-diggers, research on Western dating has largely ignored the monetary and material aspects of these relationships. DATING AND COURTSHIP The role of material possessions in early middle class American courtship practices was not so much in impressive gift-giving as in displaying command of the resources for providing comfort and earning a living. 24) explains: Before a man could marry, he had to possess the means to support a wife and children....
A related explanation for this lack of attention is the inappropriate intrusion of the profane into the supposed realm of the sacred when cash and gifts become too prominent in our view of dating (Belk, Wallendorf, and Sherry 1989, Belk and Wallendorf 1990). His marriage "portion"--the land he would farm, the house in which he and his bride would live--came from a share of his father's property.
Dating advice manuals continued to warn against excessive generosity in women's sexual giving: Offering your body to him in a bout of excessive necking will also cause his love for you to cool eventually, if not immediately. I bought her all kinds of things such as stuffed animals, clothing, and jewelry. Coon (1991) ,"Can't Buy Me Love: Dating, Money, and Gifts", in NA - Advances in Consumer Research Volume 18, eds. I had an overwhelming desire to shower the girl with gifts.American dating, mating, and courtship activities employ money and tangible gifts as key ritual elements and as focal symbolic vehicles.
Gifts and dating expenditures "say" what cannot be said in words.While Waller's analysis has been criticized (Lasch 1977, Gordon 1981), it is generally accepted as describing a dating system that persisted in colleges from the 1921 Is into the 1940s.