Gender, income differences, and marketing: Examining the “earnings gap” in three areas of marketing
Pamela L. Kiecker, Shelby D. Hunt, Lawrence B. Chonko
Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 2
Abstract
This research explores empirically a socioeconomic/equity issue that has been extensively investigated in many areas, but never marketing—the so-called “earnings gap.” Specifically, the study investigates income differences between men and women in marketing, while controlling for differences in business experience, level of education, corporate level, type of industry, and size of firm. The research focuses on three areas in marketing: (1) marketing management, (2) marketing research, and (3) advertising agency management. Findings indicate that there is an “earnings gap” for marketers. Importantly, however, the data show that a substantial portion of the gap can be explained by variables other than sex.
Keywords
Income, Marketing, Consumer Research, Income Difference, Marketing Manager
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