Are men from Mars and women from Venus (Gray, 1992) when it comes to marketing evaluations scales? The thought came as one of the authors was compiling a study that compared ratings by two student populations from different cultures. Could the differences in rating questions be due largely to the way these cultures perceive what a 1 to 10 scaling means? If so, what does this mean for other marketing segments like gender? The authors (a male and a female) wanted to explore if gender had any bias for scaling questions. After conducting a review of the literature, they examined several existing research studies to see if ratings are consistently higher for one gender or the other.