| Popis: |
In this study, we plan to examine perceptions of the razors we utilized in “Simple Choice 2 (gender) x 2 (higher price: for women vs. men) TurkPrime March 2020,” and “"Razor 2 (gender) x 2 (higher price: for women v. men) in ASU Lab Wave 3a/b - March 2020.” In past studies we show that women respond to higher prices for themselves by choosing a neutral option just as much as the cheaper men’s option, and liking a gender-neutral deal where students (including female participants) pay less as much as the deal where women specifically pay less. While this shows that women respond positively to neutral branding, we found that this real line of Bic razors that markets itself as gender neutral in the marketplace is actually more expensive than women’s and men’s razors from the same brand (men’s < women’s < neutral). Thus, in this study we examine how consumers perceive the product when comparing the gender-neutral price to the other options vs. when evaluating only a single option in isolation, and expect that positive views of the gender-neutral product by itself will not persist when the prices are compared with the other gender specific options. These predictions would highlight the limits of gender-neutral packaging and pricing. |
