Article Details
  • Published Online:
    May  2026
  • Product Name:
    The IUP Journal of Marketing Management
  • Product Type:
    Article
  • Product Code:
    IJMM050526
  • DOI:
    10.71329/IUPJMM/2026.25.2.89-102
  • Author Name:
    Ayush Kumar and Stuti Mishra
  • Availability:
    YES
  • Subject/Domain:
    Marketing
  • Download Format:
    PDF
  • Pages:
    89-102
Volume 25, Issue No.2, April-June 2026
Examining the Role of Cognitive Dissonance in ‘Pink Tax’ Marketing
Abstract

Introduction

Pink Tax is a common market phenomenon wherein products and services specifically marketed towards women are accompanied by a higher price tag, when compared to similar products marketed for or aimed at men. The differential pricing does not remain within one class but pervades a wide range of consumer goods. The examples are numerous, ranging from personal care items such as shampoos, deodorants, and lotions, clothing items differing only in cut or color, to even children’s toys where gender-specific versions of the same item are available at a different price. Even