The theory presented here aims at explaining individual consumer behavior inside marriage and prior to marriage. It is a New Home Economics (NHE) model in the sense that it assumes the existence of household production. It is an intra-household bargaining model in the sense that it assumes that husbands and wives typically have different economic interests with respect to marriage, and they try to negotiate arrangements that suit them best. The more resources they have, the more they may obtain results that favor them rather than their spouse. It is a market theory similar to standard labor market theory. This theory throws light on gender differences in demand for commercial goods that have home-produced substitutes. This theory leads to an explanation why women are charged more for dry-cleaning. The theory can also explain differences in demand for different products. Predictions include that of a sex ratio effect on consumption. For example, it is predicted that in countries with more emigration of men than women, women will be expected to make higher contributions to newly weds' costs of housing. It is also predicted that there will be compensating differentials in marriage. For instance, women married to considerably older men are expected to have relatively more control over the use the couple's income than women married to men who are close to their own age. In contrast to bargaining theory, the insights presented here apply to both married individuals and to those who anticipate being married in the future.