Going, Going, Gone

Abstract

Marriage markets have existed since ancient times. Parents in traditional cultures routinely negotiate for the best deal possible. This fact is so taken for granted that when queried about “markets,” parents attempting to arrange such pairings have trouble even understanding the question. How could it be otherwise? In the West, for much of the past two centuries, young Romeos and Juliets have insisted they will marry for love. Is it possible that we are now coming full circle? People on websites are often eminently practical, using blatant metaphors of the marketplace. Advice books talk about selling yourself and creating your brand. They advise men and women to shop around, to realize there are always trade-offs, to do a cost-benefit analysis, and not to settle for damaged goods. Or they advise that it is wise to invest in a relationship before your market value plummets, and try to position yourself to optimize your romantic options, to be aware that there are opportunity costs in committing to the wrong partner. This chapter discusses market considerations in love.