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Linguistic Gender Marking and Categorization

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  • Eric Yorkston
  • Gustavo E. De Mello

Abstract

Gender markers provide syntactic structure and a categorization schema to language. Brand name gender is a function of both formal, structural aspects of the brand name and semantic properties of the brand's product class. 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. Three studies across two languages demonstrate that gender's role as a categorization tool underlies these effects. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Eric Yorkston & Gustavo E. De Mello, 2005. "Linguistic Gender Marking and Categorization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 224-234, September.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:2:p:224-234
    DOI: 10.1086/432232
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    Cited by:

    1. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    2. Otterbring, Tobias & Bhatnagar, Roopali & Samuelsson, Peter & Borau, Sylvie, 2021. "Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Jun, Yesel & Lee, Hyunju, 2022. "A sound brand identity design: The interplay between sound symbolism and typography on brand attitude and memory," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Motoki, Kosuke & Nakahara, Takanobu & Velasco, Carlos, 2023. "Tasting brands: Associations between brand personality and tastes," Journal of Business Research, Elsevier, vol. 156(C).
    5. Daniel Kaimann & Clarissa Laura Maria Spiess Bru, 2023. "Sounds too Feminine? Brand Gender and The Impact on Professional Critics," Working Papers Dissertations 107, Paderborn University, Faculty of Business Administration and Economics.
    6. Aekyoung Kim & Sam J. Maglio, 2021. "Text is gendered: the role of letter case," Marketing Letters, Springer, vol. 32(2), pages 179-190, June.
    7. Touchstone, Ellen E. & Koslow, Scott & Shamdasani, Prem N. & D'Alessandro, Steven, 2017. "The linguistic servicescape: Speaking their language may not be enough," Journal of Business Research, Elsevier, vol. 72(C), pages 147-157.
    8. Summerville, Karoline M. & Chen, Victor Zitian & Shoham, Amir & Taras, Vasyl, 2024. "Speaking of diversity: Can linguistic structural differences explain cultural values toward equity, diversity, and inclusion across the globe?," Journal of World Business, Elsevier, vol. 59(1).

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