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Expectations and Attitudes Toward Gender-Based Price Discrimination

Author

Listed:
  • O. C. Ferrell

    (Belmont University)

  • Dimitri Kapelianis

    (University of New Mexico)

  • Linda Ferrell

    (Belmont University)

  • Lynzie Rowland

    (New Accion New Mexico – Arizona – Colorado – Texas)

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.

Suggested Citation

  • O. C. Ferrell & Dimitri Kapelianis & Linda Ferrell & Lynzie Rowland, 2018. "Expectations and Attitudes Toward Gender-Based Price Discrimination," Journal of Business Ethics, Springer, vol. 152(4), pages 1015-1032, November.
    • Handle: RePEc:kap:jbuset:v:152:y:2018:i:4:d:10.1007_s10551-016-3300-x
    DOI: 10.1007/s10551-016-3300-x
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    References listed on IDEAS

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