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Text is gendered: the role of letter case

Author

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  • Aekyoung Kim

    (The University of Sydney Business School, University of Sydney)

  • Sam J. Maglio

    (University of Toronto Scarborough)

Abstract

This research investigates the association between letter case and perception of gender. We propose that referents are judged as more feminine (vs. masculine) when their names are written with lowercase (vs. uppercase) letters. This effect emerges independent of differences in the size in which the letters appear and cannot be fully explained by differences in angularity. We further identify that evaluations of feminine (vs. masculine) objects become more favorable upon presenting their names in lowercase (vs. uppercase) letters. This association between gender and letter case is more pronounced for referents with a clear gender identity (e.g., fragrances and not vacuums). By first identifying and then exploring consequences of the novel link between letter case and gender, the present investigation contributes to research on linguistics, inference, and conceptual associations while also providing insights as to how to construct communication tools most effectively.

Suggested Citation

  • Aekyoung Kim & Sam J. Maglio, 2021. "Text is gendered: the role of letter case," Marketing Letters, Springer, vol. 32(2), pages 179-190, June.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:2:d:10.1007_s11002-021-09556-w
    DOI: 10.1007/s11002-021-09556-w
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    References listed on IDEAS

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    1. Ralf van der Lans & Joseph A. Cote & Catherine A. Cole & Siew Meng Leong & Ale Smidts & Pamela W. Henderson & Christian Bluemelhuber & Paul A. Bottomley & John R. Doyle & Alexander Fedorikhin & Janaki, 2009. "Cross-National Logo Evaluation Analysis: An Individual-Level Approach," Marketing Science, INFORMS, vol. 28(5), pages 968-985, 09-10.
      • van der Lans, R.J.A. & Cote, J.A. & Cole, C.A. & Leong, S.M. & Smidts, A. & Henderson, P.W. & Bluemelhuber, C. & Bottomley, P.A. & Doyle, J.R. & Fedorikhin, A.S. & Janakiraman, M. & Ramaseshan, B. & S, 2008. "Cross-National Logo Evaluation Analysis: An Individual Level Approach," ERIM Report Series Research in Management ERS-2008-055-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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    5. Yao Song & Yan Luximon, 2019. "Design for Sustainability: The Effect of Lettering Case on Environmental Concern from a Green Advertising Perspective," Sustainability, MDPI, vol. 11(5), pages 1-15, March.
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