A purchase decision that affects the family unit can be made by certain family members and influenced by others. With the change in traditional roles of spouses in a family unit, autonomic decisions that were based on gender are now becoming syncratic decisions. The article "MotherProof.Com gets a Face-Lift" is about a website that provides car reviews, automotive information and practical advice geared towards savvy mothers who are auto-consumers. In traditional households, men would be responsible for making the purchase decisions on automobiles while women were responsible for grocery shopping or household conveniences. According to the article, 50% of new cars are purchased by women while they influence 85% of all car sales. Now that the modern woman is working outside the home and becoming more educated, they're involvement in the purchase decisions of cars have increased substantially. Women also become more involved because they value the safety and comfort of their family and children. The website caters to that growing segment and allows mothers to search for automotive information based on their stage of the family life cycle, divided by the children's age. Families with newborn children are more likely to look for cars with child safety seats. As the kids grow older, mothers are on-the-go and may prefer minivans to help get their kids to school or soccer practice. Lastly, purchase behaviour for cars will change when the kids become teenagers and start learning how to drive. With the growing number of women as automotive consumers, MotherProof.com is able to target that segment and provide them car and automotive information that appeals to their family values and provide them the knowledge to make those syncratic decisions.