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Evaluation of husbands' and wives' influence in family decision making is heavily reliant on studies conducted in the 1970s and 1980s. Since that time, profound changes have occurred in the American family. These changes may have affected the nature of decision making in the household. To examine the degree to which earlier findings are still generalisable today, hypotheses are developed and tested with a contemporary sample of 458 men and women. Results suggest that there have been significant changes in the roles assumed in the family decision-making process, with the wife gaining more influence in all decision areas. The results indicate that marketers must re-examine their marketing strategies for some products and/or services. Possible theoretical explanations are suggested to explain why these changes may have occurred.