15K Pretty in Pink? the Limits to Gender-Differentiated Targeting

Although gender differentiation is common, some believe that women’s products are often higher priced than comparable undifferentiated products without offering gender-specific benefits. We sought to determine the prevalence of these beliefs and the efficacy of various gender targeting marketing practices through a survey and multiple behavioral experiments.


Camila Vincent de Urquiza and Alan Cooke (2019) ,"15K Pretty in Pink? the Limits to Gender-Differentiated Targeting", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 995-995.


Camila Vincent de Urquiza, University of Florida, USA
Alan Cooke, University of Florida, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

Read More


Handshaking Promotes Deal-Making By Signaling Cooperative Intent

Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More


E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.