A growing literature highlights the role played by gender differences in preferences in the persistence of gender inequality, making it crucial to investigate the dynamics of the gender gap in preferences. To that end, we propose a two-sex cultural evolution model in which individuals may be either family-oriented or market-oriented. Preferences evolve jointly within the populations of males and females, and the dynamics of gender differences in preferences is shaped by the outcome of the household decision-making process. In particular, the long-run persistence of gender differences in preferences depends on the home production technology, the degree of patriarchy, or the level of the gender wage gap. We also show that, when the intra-household bargaining power or the gender wage gap are endogenous, the appearance and persistence of gender differences in preferences are crucially affected by initial conditions.