Responses to Gender-Based Price Variation: Differences or Discrimination? – MSI

Working Paper

Responses to Gender-Based Price Variation: Differences or Discrimination?

Adriana Samper

Arizona State University

Helen van der Sluis

University of South Carolina

Andrea C. Morales

Arizona State University

Nathan Martin

Arizona State University

Mar 7, 2023

Uses a series of lab experiments and surveys to explore the psychological processes and behavioral consequences of consumer response to gender-based price variation.

Topics

research recap

How Do Consumers Respond to Gender-based Pricing?

With increasingly transparent markets, gender-based pricing differences may be hard to sustain—or justify. Women see price discrimination for comparable products as unfair, reducing purchase intent and brand liking. Men tend to rationalize such differences, perhaps reflecting relatively greater comfort with their place in the social hierarchy.

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