Sizes Are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping
In this research, we show that brand names with size cues of smallness (vs. bigness) evoke thoughts of female (vs. male) gender stereotype, which, in turn, lead consumers to perceive the target brand to be higher (vs. lower) on warmth-related traits but lower (vs. higher) on competence-related traits.
Kuangjie Zhang, Shaobo (Kevin) Li, and Sharon Ng (2018) ,"Sizes Are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 880-881.
Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
Priming & Privacy: How Subtle Trust Cues Online Affect Consumer Disclosure and Purchase Intentions
James A Mourey, DePaul University, USA
Ari Waldman, New York Law School
When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
The Influence of Conflicting and Complementary Benefit Goals on the Execution of Accuracy and Effort Process Goals
Felipe Marinelli Affonso, University of Florida, USA
Chris Janiszewski, University of Florida, USA