The Case-Gender Congruity Effect: Consumer Choices For Upper Versus Lowercase Brand Names

A series of experiments find that the letter case of brand names (upper- vs. lower-case) affects consumer choices but that these effects depend on congruity between brand case and product gender. This research advances understanding of how seemingly subtle brand name characteristics affect gender perceptions and consumer behavior.



Citation:

Na Wen (2020) ,"The Case-Gender Congruity Effect: Consumer Choices For Upper Versus Lowercase Brand Names", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1235-1235.

Authors

Na Wen, California State University Northridge, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships

Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana

Read More

Featured

L6. The Influence of Social Exclusion on Consumers’ Perceptions of and Responses to Consumer-Dense Retail Environments

Veronica Thomas, Towson University
Christina Saenger, Youngstown State University

Read More

Featured

I10. Can Body Size Influence the Judgments of Warmth and Competence?

Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada

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.