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The process by which single men and women meet and agree to marry can readily be seen as a market phenomenon in which both material and psychological benefits are exchanged in the process of forming and formalizing ongoing relationships.
Schroeder (1991) ,"Two Views of Consumption in Mating and Dating", in NA - Advances in Consumer Research Volume 18, eds. Endless types of markets are available for analysis, yet few are as consequential as those that facilitate finding a lifelong partner.
xix) used the phrase intimate marketing to refer to certain aspects of romantic relationships.
More recently, Hirschman (1987) and Bernard and Adelman (1990) have looked at formal mate-selection networks (i.e., dating services, singles ads, etc.) to show how courtship can be studied as a special case of marketing and/or consumer behavior.
A summary of Schroeder's research is presented immediately below in the section labeled "Consumer Activities in Romantic Self-Presentation".
The market for products designed to enhance one's attractiveness, such as personal care items, is substantial.