Language and Gender

Language is pervasive. But while literature has begun to explore language in consumer behavior, there has been less attention to the role of gender in this process. This session integrates various methods and data sources to shed light on gender, language, and their impact on consumer behavior.


Jonah Berger, Reihane Boghrati, Shelly Rathee, Ruth Pogacar, and Alican Mecit (2021) ,"Language and Gender", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 543-548.


Jonah Berger, The Wharton School of the University of Pennsylvania
Reihane Boghrati, The Wharton School of the University of Pennsylvania
Shelly Rathee, Villanova University
Ruth Pogacar, University of Calgary
Alican Mecit, HEC


NA - Advances in Consumer Research Volume 49 | 2021

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