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



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