'Price of sex hits all time low'
More than 25 percent of young women are giving it up within the first week of dating, increasing the pressure on other women and changing the expectations of men, the report said.
"It might mean buying her a drink or an engagement ring. These behaviors vary in how costly they are to the man, and that is how we quantify the price of sex," she added.
Researchers also found a full 30 percent of young men's sexual relationships involves just sex, and no romance -- no wooing, dating, goofy text messaging.
However, if sex continues to be cheap over the course of multiple relationships, it will only add to men's reluctance to commit, warns Mark Regnerus, a sociologist at the University of Texas at Austin.
"Sexual strategies for making men 'fall in love' typically backfire, because men don't often work like that," Regnerus says.
Thus, he says, its time for women to return the balance of sexual power in their favour by stop putting out.
If women collectively decided to cross their legs, the price of sex would soar and women would regain control of the 'meet market', he adds.