Gender-Based Pricing in Consumer Packaged Goods: A Pink Tax?

Sarah Moshary; Anna Tuchman; Natasha Vajravelu

doi:10.1287/mksc.2023.1452

Gender-Based Pricing in Consumer Packaged Goods: A Pink Tax?

Sarah Moshary¹; Anna Tuchman²; Natasha Vajravelu³

¹ Haas School of Business, University of California, Berkeley, Berkeley, California 94720 · ² Kellogg School of Management, Northwestern University, Evanston, Illinois 60208 · ³ Cornerstone Research, Chicago, Illinois 60602

Marketing Science 2026

This paper studies the extent to which firms segment, differentiate, and price discriminate on the basis of gender in the personal care category.

DOI: 10.1287/mksc.2023.1452
Volume: 45 (1)
Pages: 1-14
Language: en
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