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

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.



Citation:

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.

Authors

Vahid Rahmani, Rowan University, USA
Elika Kordrostami, Humboldt State University, USA
John Ford, Old Dominion University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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