 When economic theory was insufficient to explain the phenomenon of women starting to enter the labor force "en masse", consumer economics both gained attention and received important contributions from economic theorists.Major theoretical cornerstones include Gary Becker's Household Production Model, time allocation models and Stigler's information search theory.Consumer economics concludes the family-unit economists were strongly influenced by the most recent "consumer era"; which was the "Modern Consumer Movement" of the 1970s.