Adopting a critical feminist lens largely informed by Judith Butler, this study seeks to offer a more nuanced understanding of the intersection of gender, markets and consumption by examining how the traditional dating scripts of gendered grooming are represented in popular romantic comedy movies and expressed in everyday dating relationships. Rethinking the gendered experience of personal grooming in dating: a comparison of dating as embodied in romantic comedies and everyday life

ABSTRACT
INTRODUCTION
THEORETICAL FOUNDATIONS
    Discourse and gender performativity
    Gender, romance and media representations
METHODS
FINDINGS
    1. Initial meetings/attraction
    2. Relationship Maturity
    3. Relationship deterioration/dissolution
DISCUSSION
MANAGERIAL IMPLICATIONS AND FURTHER RESEARCH
REFERENCES AVAILABLE UPON REQUEST

• Katerina Karanika(University of Exeter Business School)
• Chih-Ling Liu(Lancaster University Management School)