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Gender-based pricing, particularly Women's exclusive discounts, has traditionally been accepted in Japanese society. However, in 2024, a wave of significant criticism emerged. This study reveals that due to shifts in consumer perceptions, women-only discounts have now become a reputational risk for companies in Japan as well.
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This page is a summary of: Gender-based pricing in Japan: changes in consumer perception and reputational risks, Corporate Communications An International Journal, January 2025, Emerald,
DOI: 10.1108/ccij-09-2024-0169.
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