Featured Research

from universities, journals, and other organizations

Does The Language Gender System Of English And Spanish Affect Consumers' Perception Of Brands?

Date:
July 19, 2005
Source:
University of Chicago Press Journals
Summary:
Is a car masculine or feminine? It's not a trick question. In Spanish, car is el automobile, making it masculine. But in English, a car is a car and what's more important is its make. But, a study published in the September 2005 issue of the Journal of Consumer Research reveals that linguistic gender plays a role as a categorization tool for brand evaluation and recall in both English and Spanish.

Is a car masculine or feminine? It's not a trick question. In Spanish, car is el automobile, making it masculine. But in English, a car is a car and what's more important is its make. But, a study published in the September 2005 issue of the Journal of Consumer Research reveals that linguistic gender plays a role as a categorization tool for brand evaluation and recall in both English and Spanish.

'This article examines the dual roles that gender markers fulfill in language systems," write Eric Yorkston and Gustavo de Mello (University of Southern California). "This research is the first to demonstrate that gender agreement between a brand name and its product class affects both brand attitude formation and brand encoding."

While it may seem odd to lump two very different languages together in a study, their differences are precisely what's so interesting when it comes to assigning brand identities based on language. As the authors explain, the difference lies between the formal gender markers of Spanish versus the more semantic coding of English.

"In the formal gender system of Spanish, consistent formal gender marking enhances brand recall whereas semantic product associations drive brand evaluation. In the semantic gender system of English, formal cues determine initial brand name gender, but congruent semantic associations between brand name and product category drive improved brand evaluations and brand recall."

These gender associations play an important role in how consumers perceive a brand and evaluate it, particularly when no other information about the product is available. "Consumers spontaneously utilize brand name gender associations and incorporate them into their evaluations of branded products, rewarding those brand name / product pairings that provide consistent gender cues, even when additional product information is available," the authors conclude.

###

Linguistic Gender Marking and Categorization. Eric Yorkston and Gustavo E. de Mello. Journal of Consumer Research. September 2005.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "Does The Language Gender System Of English And Spanish Affect Consumers' Perception Of Brands?." ScienceDaily. ScienceDaily, 19 July 2005. <www.sciencedaily.com/releases/2005/07/050718214517.htm>.
University of Chicago Press Journals. (2005, July 19). Does The Language Gender System Of English And Spanish Affect Consumers' Perception Of Brands?. ScienceDaily. Retrieved July 23, 2014 from www.sciencedaily.com/releases/2005/07/050718214517.htm
University of Chicago Press Journals. "Does The Language Gender System Of English And Spanish Affect Consumers' Perception Of Brands?." ScienceDaily. www.sciencedaily.com/releases/2005/07/050718214517.htm (accessed July 23, 2014).

Share This




More Mind & Brain News

Wednesday, July 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Why Do People Believe We Only Use 10 Percent Of Our Brains?

Why Do People Believe We Only Use 10 Percent Of Our Brains?

Newsy (July 22, 2014) The new sci-fi thriller "Lucy" is making people question whether we really use all our brainpower. But, as scientists have insisted for years, we do. Video provided by Newsy
Powered by NewsLook.com
Do Obese Women Have 'Food Learning Impairment'?

Do Obese Women Have 'Food Learning Impairment'?

Newsy (July 18, 2014) Yale researchers tested 135 men and women, and it was only obese women who were deemed to have "impaired associative learning." Video provided by Newsy
Powered by NewsLook.com
Does Mixing Alcohol and Energy Drinks Boost Urge To Drink?

Does Mixing Alcohol and Energy Drinks Boost Urge To Drink?

Newsy (July 18, 2014) A new study suggests that mixing alcohol with energy drinks makes you want to keep the party going. Video provided by Newsy
Powered by NewsLook.com
Pot Cooking Class Teaches Responsible Eating

Pot Cooking Class Teaches Responsible Eating

AP (July 18, 2014) Following the nationwide trend of eased restrictions on marijuana use, pot edibles are growing in popularity. One Boston-area cooking class is teaching people how to eat pot responsibly. (July 18) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins