Roles of men in families are changing substantially as well. It is not uncommon in the United States for the woman of the household to buy new tires for the car while the husband stays home to cook dinner or watch the kids. As men’s share of family income decreases and as values shift in society, men are free to participate more fully in family functions and are taking on new roles in consuming and purchasing products.96 In a survey of 1,000 American men by the advertising agency Cunningham & Walsh, more and more could be termed househusbands.