INTRODUCTION Although joint decisions are more dynamic and complex than individual decisions, the role of each spouse in decision making should not be ignored. Many changes have occurred within the last four decades that have had a profound effect on the roles of husbands and wives in household purchase decisions. Economic and social changes in women’s employment, income, education, and gender role norms have changed the influence of females in purchase decisions within the family context. With regard to women in workforce, there has been a more than 100% increase since 1960. According to the Bureau of Labor Statistics over 25% of working women are employed in professional, executive, and managerial positions (Folse, 1985). Additionally the National Center for Educational Statistics reports that females outnumber males in obtainment of undergraduate and graduate degrees.