Pink Tax Versus Blue Tax: Insights Generated By the Direct Measurement of Price Elasticity of Demand

This paper is the first to directly measure the price elasticity of demand using a large longitudinal sample of secondary data. Results provide strong empirical evidence that women are more price sensitive than men, and an effective dynamic pricing algorithm will price men’s products higher than comparable women’s products.


Vahid Rahmani, Elika Kordrostami, and John Ford (2019) ,"Pink Tax Versus Blue Tax: Insights Generated By the Direct Measurement of Price Elasticity of Demand", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 819-820.


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


NA - Advances in Consumer Research Volume 47 | 2019

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