From Material to Non-Material Needs? The Evolution of Mate Preferences through the 20th Century in France

This paper studies the evolution of mate preferences throughout the 20th century in France. I digitized all the matrimonial ads published in France's best-selling monthly magazine from 1928 to 1994. Using dictionary-based methods, I show that mate preferences were mostly stable during the Great Depression, World War II and the ensuing economic boom. These preferences started transforming in the late 1960s, when economic criteria were progressively replaced by personality criteria. The timing coincides with profound family and demographic changes in French society. These findings suggest that, in the search for a long-term partner, non-material needs have replaced material ones.