A review of research suggests that female participation in the work force in the United States creates change in the socioeconomic status of women and thus in their consumer behavior. In 1950, 25 percent of married women were in the labor force; in 1975, 44 percent worked outside the home. The increasing number of married working women has led to the combination of the mother/housewife role with employment outside the home; this affects the lifestyle of the entire family unit. However, women with a modern orientation (all responsibilities are shared by marital partners) are less likely to enjoy housekeeping activities than are women with a traditional orientation (the husband is the provider and the wife cares for home and children). Employment moderates the housekeeping views expressed by both groups, each of whom is likely to spend little time in meal preparation, for example, when employed. Other research indicates that career women consider themselves broad-minded, dominating, frank, efficient, and independent; housewives depict themselves as kind, refined, and reserved. Also, working women and women who plan to work have more of a sense of partnership with their spouses than women who remain in the home. These changes in employment and lifestyles have affected consumer behavior. For many purchases, price is less important than convenience, availability, service, and time savings. Working wives have gained more equality with their husbands in decision making, a fact that has had impact on all industries. (KC)