Examining the Effect of Gender on Thinking Style, Price-Quality Perceptions, and the Actual Prices That Consumers Pay

Vahid Rahmani, Rowan University, USA
Elika Kordrostami, Humboldt State University, USA
John Ford, Old Dominion University, USA
Using student sample, adult sample, and real-world data, six studies showed that gender influences the thinking style, price-quality perceptions, and the final prices in the marketplace; men are more likely than women to believe that “you get what you pay for,” and they pay a high price for this misconception.
[ to cite ]:
Vahid Rahmani, Elika Kordrostami, and John Ford (2017) ,"Examining the Effect of Gender on Thinking Style, Price-Quality Perceptions, and the Actual Prices That Consumers Pay", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 826-826.