Rating and dating willard waller
In 1937, sociologist Willard Waller published a study in the .
His study of Penn State undergraduates detailed a "dating and rating" system based on very clear standards of popularity.
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Beth Bailey and Ken Myers explain in the Mars Hill Audio Report, , demonstrated through the number and variety of dates a young adult could command, sometimes even on the same night.
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In the late 1940s, Margaret Mead, in describing this pre-war dating system, argued that dating was not about sex or marriage.
Instead, it was a "competitive game," a way for girls and boys to demonstrate their popularity.