The decision process within a household unit resembles a business conference. Certain matters go on the table for discussion, different members have different priorities and agendas, and there may be power struggles to rival any tale of corporate intrigue.

So, who “wears the pants” in the family? Sometimes it’s not obvious which spouse makes the decisions. Indeed, although many men still wear the pants, it’s women who buy them. When Haggar’s research showed that nearly half of married women bought pants for their husbands without them being present, the firm started advertising its menswear products in women’s magazines.^[59]

Figuring out who makes buying decisions in a family is an important issue for marketers, because this information tells them who to target and whether they need to reach both spouses to influence a choice. For example, marketing research in the 1950s indicated that women were beginning to play a larger role in household purchasing decisions. In response, lawn mower manufacturers began to emphasize the rotary mower over other power mowers to downplay women’s fears of injury.

In traditional families (and especially those with low educational levels), women are primarily responsible for family financial management—the man makes it, and the woman spends it. Each spouse “specializes” in certain activities. The pattern is different among families where more modern sex-role norms operate. These couples believe both people should participate in family maintenance activities. In these cases, husbands assume more responsibility for laundering, housecleaning, grocery shopping, and so on, in addition to such traditionally “male” tasks as home maintenance and garbage removal. Shared decision making is becoming the norm for most American couples today—a Roper poll reported that 94 percent of partnered women say they make the decision or share equally in home furnishings selections (not a huge surprise), but in addition, 81 percent said the same for financial savings/investments, and 74 percent participate in deciding what car to buy.^[60]

As Hallmark well knows, women across the social spectrum still are primarily responsible for the continuation of the family’s kinnetwork system: They perform the rituals that maintain ties among family members, both immediate and extended. Women are more likely to coordinate visits among relatives, stay in touch with family members, send greeting cards, and arrange social engagements. This organizing role means that women often make important decisions about the family’s leisure activities, and they are more likely to decide with whom the family will socialize.