How Do Consumers Respond to Gender-based Pricing?

  • MSI

Markets are growing increasingly transparent. While one of the easiest ways to segment customers is by gender, pricing differences based on this factor are becoming more apparent and harder to justify. Women perceive such pricing discrimination for comparable product as unfair. This reduces purchase intent and their liking of and appreciation for the brand, while men tend to rationalize such differences as justified by product attributes (e.g., dry cleaning a “blouse” versus a “dress shirt”).

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The Impact of Bodily Autonomy on Brand Marketing: Insights for Marketers


As civil liberties continue to be politicized, advertisers have a growing expectation to be part of the solution and fill the trust gap between consumers, government, and media. On February 7, Mindshare and GroupM unveiled new research examining the sentiments of those most impacted—voices who have been historically marginalized and underrepresented in media and society—by the eroding rights to privacy. Further topics of discussion included the future of using “women’s empowerment” in marketing campaigns and the larger economic implications when bodily autonomy rights are lost.

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How to Use Genders in Advertising

Casey Hobgood, Associate Strategy Director at We Are Social US, argues that “…brands are still failing to address the whole spectrum of gender identities in their market research, campaigns and products.”

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A Remembrance to Ceril Shagrin

Media Research lost one of the most important champions of transparent, accountable measurement last weekend. Ceril Shagrin, while working at Nielsen and Univision, invested time and energy pushing standards of excellence within the Media Rating Council (MRC) and Council for Research Excellence (CRE) among other forums.

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  • Article

Inclusive Content is Good for Business

Investing in inclusive content and advertising is essential to connect with customers in demonstrating brand commitment to the causes they care about, according to Nielsen’s Charlene Polite Corley. With Nielsen research supporting how critical representation is to the future of media and brands, Charlene focused on women’s lack of representation to exemplify the missed opportunity in excluding more than half the U.S. population from advertising and content. Nielsen’s findings indicated slow progress in advancements and advertisers were urged to drive inclusion at every step of the production chain, both on screen and behind the camera, and use their media influence to demand more representative programming.

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