Society is characterized by the common attitudes and behaviour of its
members. Such behaviour reflects purposive decision making by individuals,
given the environment they live in. Thus, as technology changes, so might
social norms. There were big changes iSociety is characterized by the common attitudes and behaviour of its
members. Such behaviour reflects purposive decision making by individuals,
given the environment they live in. Thus, as technology changes, so might
social norms. There were big changes in social norms during the 20th
Century, especially in sexual mores. In 1900 only six percent of unwed
females engaged in premarital sex. Now, three quarters do. It is argued here
that this was the result of technological improvement in contraceptives, which
lowered the cost of premarital sex. The evolution from an abstinent to a
promiscuous society is studied using an equilibrium-matching model.[+][-]