Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping

Zhang, Kuangjie; Li, Shaobo; Ng, Sharon

doi:10.1093/jcr/ucab058

Cited by 19 publications

(18 citation statements)

References 55 publications

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“…Thus, the positive link previously observed between healthy consumption and some traits (e.g., calmness, intelligence) might not translate into a positive effect on perceived competence as a whole. Indeed, the broadness of our competence measure ("competent" and "capable";Aaker, Garbinsky, and Vohs 2012;Kervyn, Fiske, and Malone 2012;Zhang, Li, and Ng 2021) might have contributed to the variation in our findings. Second, the type of consumption might play a role.…”

Section: Limitations and Future Researchmentioning

confidence: 92%

“…Following the procedure used in prior research (Aaker, Garbinsky, and Vohs 2012;Kervyn, Fiske, and Malone 2012;Zhang, Li, and Ng 2021), participants rated Lauren on two warmth-related traits ("warm" and "friendly"; r = .85) and two competence-related traits ("competent" and "capable"; r= .92), all on seven-point scales (1 = "not at all," and 7 = "very much"). We averaged each pair of measures to create indices of perceived warmth and competence.…”

Section: Methodsmentioning

confidence: 99%

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Indulgent Consumption Signals Interpersonal Warmth

Tang¹,

Zhang²,

Huang³

2022

Journal of Marketing Research

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People who engage in indulgent consumption often are viewed as having poor self-control. In this research, however, eight studies provide converging support that indulgent consumption can have a positive effect: signaling interpersonal warmth. Specifically, consumers who post indulgent (vs. healthy) consumption content on social media are perceived as warmer (Study 1). The effect occurs because consumers believe that indulgent consumption is what people genuinely prefer, so indulgent (vs. healthy) consumption seems more authentic, and authenticity mediates the effect of indulgent consumption on perceived warmth (Studies 2a and 2b). Providing additional support for the authenticity mechanism, we show that the positive effect of indulgent (vs. healthy) consumption on perceived warmth is attenuated when the indulgent content is sponsored, which casts doubt on its authenticity (Study 3). We further show that sharing indulgent consumption can increase the appeal of a service provider among consumers who are seeking a warm service provider but it occurs only when the content is not sponsored (Studies 4a and 4b). Finally, the effect of sharing indulgent (vs. healthy) consumption has downstream consequences for audience engagement on Instagram (Studies 5a and 5b). This research sheds light on how to cultivate interpersonal warmth in marketing communication and personal branding.

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Section: Limitations and Future Researchmentioning

confidence: 92%

Section: Methodsmentioning

confidence: 99%

Indulgent Consumption Signals Interpersonal Warmth

Tang¹,

Zhang²,

Huang³

2022

Journal of Marketing Research

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“…Interestingly, linguistically feminine names or size cues (e.g. little cafe and grand seiko) or lowercase letters of the brand also increase perceived warmth, which improves brand outcomes (Pogacar et al, 2021;Zhang et al, 2022;Teng et al, 2021). And according to the name research in psychology (Du et al, 2021), we can infer that a brand name with easy recognizability is perceived as warmer thus is judged as more trustworthy.…”

Section: Meso-level: Corporate Imagementioning

confidence: 96%

“…little cafe and grand seiko) or lowercase letters of the brand also increase perceived warmth, which improves brand outcomes (Pogacar et al. , 2021; Zhang et al. , 2022; Teng et al.…”

Section: The Application Of the Scm In Marketingmentioning

confidence: 99%

Application of the stereotype content model in marketing: a three-level review and future research

Guo

Liu

Zhang

2022

JCMARS

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PurposeThe aim of this research is to examine the application of the stereotype content model (SCM) in the field of marketing from macro (the country of origin), meso- (corporate image) and micro (service providers, brands, advertising and promotions) levels.Design/methodology/approachThis paper collects, reviews and summarizes the relevant literature, and prospects future research directions from three levels on this research topic.FindingsFirst, the authors contend that competence primacy popularizes in the early work but warmth becomes more influential recently. Second, they identify and discuss two doubts of the SCM in marketing, namely the moral dimension and the link between brands as intentional agents framework (BIAF) and the brand personality theory. Finally, they suggest several research avenues for the use of SCM in marketing research, including research on nation branding, emerging global brands and Confucianist cultures at macro level, artificial intelligence and warmth-as-competence strategy at meso-level, and brand personality and the brand animal logo at micro level.Originality/valueAs an established framework in social psychology, the SCM has been increasingly applied in marketing research and a literature review in this light appears timely. This paper conducts for the first time a comprehensive review of the SCM in the marketing field on three levels, projects promising research directions, and thus contributes to the academia of marketing.

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“…Specifically, congruence situation that is consumers high in femininity (masculinity) to rate feminine (masculine) brand leads to more positive brand evaluation compared with incongruence situation where consumers high in femininity (masculinity) to rate masculine (feminine) brand. These findings have been applied to a range of contexts including owners' attitudes towards the Porsche brand (Avery, 2012), spirit (Neale et al, 2016 ), human bot (Borau et al, 2021), size cues in brand names (Zhang et al, 2022), purchase decision of ethical product (Pinna, 2019), hand movement in advertising (Malik & Sayin, 2022), showing the robustness of congruence effect.…”

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confidence: 96%

Branding beyond the gender binary

Cooke

Russell‐Bennett

Wang

et al. 2022

Psychology and Marketing

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Gender is a fundamental pillar of personal identity, and as such, gendered brand personality is an equally important aspect of brand identity, as it enables consumers to express their gender identity through consumption. However, as gender attitudes and identities change to reflect the broader culture, marketers must continuously re‐evaluate how changing gender attitudes and identities will impact consumers' responses to gendered brands. This paper examines the effect of congruence between Gendered Brand Personality and consumer psychological gender on brand outcomes using two online experiments with USA and UK samples. Our findings indicate that congruence between brand gender and psychological gender increases brand equity and purchase intention in brand gender communication contexts including through logo, model, and usage setting. This congruence effect is driven by consumer self‐referencing. A follow‐up qualitative study using a focus group adds additional insights for the congruence effect in terms of potential boundary conditions and alternative underlying mechanisms beyond self‐referencing. These findings suggest that marketers should design their own brand personality to be in line with target consumers' psychological gender.

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Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping

Cited by 19 publications

References 55 publications

Indulgent Consumption Signals Interpersonal Warmth

Indulgent Consumption Signals Interpersonal Warmth

Application of the stereotype content model in marketing: a three-level review and future research

Branding beyond the gender binary

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