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Mate selection is central to the evolutionary drive to maximize one's genetic representation in the gene pool.
Thus, the selection of a mate ought to be governed, at one level, by evolutionary mechanisms.
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For example, Becker (1973, 1974, 1976, 1981), Freidan (1974), and Parsons (1980) have applied economic models to these social relationships.
As the disciplines of marketing and consumer behavior have come to be understood as the study of exchange (Bagozzi, 1975) rather than the study of a particular business function, Kotler and Levy (1969) coined the term personal marketing and Levy and Zaltman (1975, p.
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.
Bernard and Adelman's work falls into the second category and furthers understanding of these services themselves.