Sex allocation theory assumes that a shift in allocation of resources to male function both increases male fitness and decreases female fitness. Moreover, the shapes of these fitness gain functions determine whether hermaphroditism or another breeding system is evolutionarily stable. In this article, I first outline information needed to measure these functions in flowering plants. I then use paternity analysis to describe the shapes of the fitness gain functions in natural populations of the hermaphroditic herb Ipomopsis aggregata. I also explore the relationships of male fitness (number of seeds sired) and female fitness (number of seeds produced) to the number of flowers produced by a plant. Plants with greater investment of biomass in the androecium, compared to the gynoecium and seeds, showed increased success at siring seeds, as assumed by the models. That sex allocation trait, however, explained only 9% of the variance in estimates of male fitness. The shapes of the fitness gain functions were consistent with theoretical expectations for a hermaphroditic plant, but the model predicted a more female-biased evolutionarily stable strategy (ESS) allocation than was observed. These results lend only partial support to the classical sex allocation model.