Gender, income differences, and marketing: Examining the "earnings gap" in three areas of marketing

Pamela L. Kiecker, Shelby D. Hunt, Lawrence B. Chonko

Research output: Contribution to journalArticle

8 Scopus citations

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.

Original languageEnglish
Pages (from-to)77-82
Number of pages6
JournalJournal of the Academy of Marketing Science
Volume19
Issue number2
DOIs
StatePublished - Mar 1991

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