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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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