Paying For Parity: Consumer Response to Gender Pay Gaps

We examine a unique driver of consumer behavior: the public disclosure of a firm’s gender pay gap. Four studies provide evidence that when firms’ gender pay gaps are revealed, consumers are less willing to pay for their goods, an effect driven by consumer perceptions of unfairness and moderated by gender.


Bhavya Mohan, Tobias Schlager, Katherine DeCelles, and Michael Norton (2020) ,"Paying For Parity: Consumer Response to Gender Pay Gaps", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1170-1174.


Bhavya Mohan, University of San Francisco, USA
Tobias Schlager, HEC Lausanne, Switzerland
Katherine DeCelles, University of Toronto, Canada
Michael Norton, Harvard Business School, USA


NA - Advances in Consumer Research Volume 48 | 2020

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