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.



Citation:

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.

Authors

Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

L8. Recover the Unrecoverable: How Co-Recovery Shifts Consumers ‘Attribution Following a Failed Recovery

Bo Huang, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Matthew Philp, HEC Montreal, Canada

Read More

Featured

What Converts Webpage Visits into Crowdfunding Contributions: Assessing the Role of Circumstantial Information

Lucia Salmonson Guimarães Barros, Universidade Federal de Sao Paulo
César Zucco Jr, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Marcelo Salhab Brogliato, Brazilian School of Public and Business Administration, Brazil

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.