THE RISING COST OF TIME OF FEMALES, THE GROWTH OF NATIONAL BRANDS ANDTHE SUPPLY OF RETAIL SERVICES

A rise in the relative cost of time of women has increased the demand for brand names and reduced the demand for information traditionally s upplied by retailers. A theory of the optimal allocation of shopping r esponsibilities in a two-earner household shows that a rise in the wom an's wage increases the demand for brand names by more than an increas e in the man's wage. An increase in She relative earnings of women is related to a rise in male shopping, the growth of trademark filings, a n increase in manufacturer advertising, and a reduction in retail pers onal services in several industries.