Social pressure thrusts a range of accepted roles for men and women, reflecting local traditions and cultural values. The latter also become a source of gender differences in “perceived fairness” of the roles and/or resources distribution. Data on Germany and Italy are investigated to show that the intra-family comparisons done through a prism of “socially accepted gender roles”. We argue that such issues as time spent on “non-market activities”, or the fact of bring a greater share of income in a household than a partner would contribute differently to the individual well-being given a level in traditionalism/egalitarian views in a region.