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, courtship took place in parlor rooms and under parental supervision before the 1920s. But, once dating went public, along with the proliferation of media (radio, magazines, movies, and books), young people heard from others about what was “in.” , “from the late 1930s on, young people knew, down to the percentage point, what their peers throughout the country thought and did.” Perception and appearance became everything.As Beth Bailey, author of The concept of dating value had nothing to do with the interpersonal experience of a date–whether or not the boy (or girl, for that matter) was fun or charming or brilliant was irrelevant. Having a “good line” meant the young gentleman had to exhibit passion and personality to gain a girl’s attention.The Roaring 20s party collided headfirst into the 1929 stock market crash.Courtship had given way to dating as we discussed in The Invention of Dating.

Competitive dating, or “The Rating and Dating Complex” (by sociologist Willard Waller) dominated youth culture.Lavaliering is a "pre-engagement" engagement that is a tradition in the Greek life of college campuses.Since fraternities and sororities do not occur much outside of the United States, this occurs, for the most part, only in the US. 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.

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