PRICEY IN PINK COMSTRAT 561: Persuasion for Professional Communicators Kylie A. Lambert Washington State University
WHAT IS THE PINK TAX? An increase in price for items marketed toward women. Women are charged more than men for everyday items like razors, shampoo, haircuts, clothes, dry cleaning, and more. While the extra amount charged on these individual products may not seem too different, over time they add up.
THE FACTS • Women pay more than what men pay 42% of the time for the exact same thing. • Currently, there are no federal laws that prohibit companies from charging different prices for identical items solely based on gender. • In 35 states, feminine hygiene products are taxed anywhere from 4 to 10 percent because they are considered “luxury” items.
FACEBOOK GROUP APPROACH
Objectives & Goal • To raise awareness about the Pink Tax • Inform audience about the extra amount female consumers are charged for certain products and services • Encourage conscious shopping Persuade audience that: • Gender pricing discrimination is wrong • All states should implement laws to prohibit businesses from charging a price for goods on the basis of gender • Female hygiene products are not a luxury, they are a necessity
FACEBOOK GROUP DESIGN
FACEBOOK GROUP CONTENT • News articles • Videos • Infographics • Persuasive posts
PERSUASIVE POST #1 Source Factors • “Persuaders commonly include evidence in their persuasive messages, that is, relevant facts, opinions, information, and the like, intended to support the persuader's claims.” (O’Keefe, 2002, p. 186).
PERSUASIVE POST #2 Social Learning Theory • Bandura’s social learning theory maintains that “one learns new behaviors not only by actually performing those behaviors, but also by observation of others’ performances.” (Larson, 1991, p. 381).
PERSUASIVE POST #3 Agenda Setting
• “To frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, casual interpretation, moral evaluation and/or treatment recommendation for the item described” (McCombs, 2005, p. 546).
RESULTS & CONCLUSION
RESOURCES European Wax Center. (n.d.). The Pink Facts. Retrieved July 20, 2019, from https://axthepinktax.com/#education Is There a Pink Tax? (2018, October 16). Retrieved July 14, 2019, from https://blog.gao.gov/2018/09/20/is-there-a-pink-tax/ Larson, M.S. (1991). Sibling interactions in 1950s versus 1980s sitcoms: A comparison. Journalism Quarterly, 68(3), 381-387. McCombs, M. (2005). A look at Agenda-setting: past, present and future. Journalism Studies (6)4, 543-557. O'Keefe, D.J. (2002). Persuasion: Theory & Research, 2nd ed. Thousand Oaks, CA: Sage Publications.