Abstract
The allocation of time is an ultimate reflection of quality of life choices. Since the current trend for increased proportions of dual wage earner families will probably continue, data on how they allocate and consume time will help in clarification of this dual wage earner lifestyle on future consumer decision making and behaviour.Role theory is used to organize data on the relationships between consumption of time in the wives’ provider and homemaker roles. The relationship between purchased services, i.e. meal preparation, and wives’ time use is explored. Employment is related to meal preparation time, but not to the substitution of buying meals away from home. The age of the youngest child is important in explaining out‐of‐home meals. Implications for research and future lifestyles are discussed.
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