Does MSRP impact women differently? Exploring gender-based differences in the effectiveness of retailer-provided reference prices

Rajiv Vaidyanathan, Praveen Aggarwal

Research output: Contribution to journalArticle


Despite the widespread use of gender-based segmentation strategies by marketers, researchers have paid little attention to examining gender-based differences in the processing of pricing information. Utilizing the selectivity hypothesis, we posit that men and women process external reference price (ERP) information differently. We report evidence from four different studies that confirm the proposed gender-based differences for ERP processing. Compared to men, women pay more attention to ERPs, expend greater effort processing ERPs, display a better recall of ERPs, and evaluate deals more favorably when deals include ERP information. Implications for managerial practice as well as future research on pricing are discussed.

Original languageEnglish (US)
Article number102049
JournalJournal of Retailing and Consumer Services
StatePublished - May 2020
Externally publishedYes



  • Comparative price ad
  • Gender differences
  • Information processing
  • Pink tax
  • Price perception
  • Reference price

Cite this