Expectations and Attitudes Toward Gender-Based Price Discrimination

O. C. Ferrell (), Dimitri Kapelianis (), Linda Ferrell () and Lynzie Rowland ()
Additional contact information
O. C. Ferrell: Belmont University
Dimitri Kapelianis: University of New Mexico
Linda Ferrell: Belmont University
Lynzie Rowland: New Accion New Mexico – Arizona – Colorado – Texas

Journal of Business Ethics, 2018, vol. 152, issue 4, No 9, 1015-1032

Abstract: Abstract This study explores consumer expectations and attitudes related to gender-based price discrimination. Although much research has focused on pay inequalities and gender diversity, considerably less attention has been focused on situations in which men and women are charged different prices based on gender. In two studies, expectations and attitudes toward gender-based price discrimination are examined. In Study 1, two scenarios related to prices at hair salon and dry cleaning services were manipulated to measure expectations and attitudes toward gender-based price discrimination. We found that the nature of the service results in expectations of price differences between men and women. We also found men expect gender-based pricing more than women. In Study 2, qualitative research was conducted to reveal the cognitions that men and women experience when exposed to gender-based price discrimination.

Keywords: Gender-based price discrimination; Third-degree price discrimination; Gender-based public policy; Price discrimination (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s10551-016-3300-x

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