01/09/2022
Little Caesars. Mini Cooper. Big Box. Grand Cherokee. A brand’s name is the “single most central piece of verbal information that is transmitted in persuasion messages” to consumers. When a brand chooses to use “size cues” (i.e. big, little, petite, grand, etc.) how does this impact consumer perception? 🤔
Recent research has found a tie you might not expect.
When brands use size cues like those above, consumers actually tend to “gender stereotype” the brand (instead of assuming the literal size of the company). Consumers will view “little” cues as more feminine and warm, and “big” cues as more masculine and competent. 🤯
‼️ This is a huge marketing tool and important insight for any brand managers, especially for newer brands. Here are three tips for brand managers of both small/large companies:
1️⃣ Choose size cues that best match your positioning. If your company is attempting to convey warmth (like a small florist shop) or competence (a tech company), size cues can make a huge difference in your brand name.
2️⃣ Be mindful of which countries you are trying to target. Countries like China or the United States tend to have stronger gender stereotypes (where size cues would substantially impact consumer perception), whereas countries like Norway or Sweden have weaker gender-stereotypes (where size cues wouldn’t make much of an impact).
3️⃣ Stay aware of changing gender perceptions in terms of warmth/competence. With the “shifting views of gender, it is possible that the strength of (this link) may weaken over time).” This means it might be smart to avoid size cues if those cues might not stand the test of time for your company.
The more you know, the more you make! 💵💰
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Source: Zhang, K., Li, S., & Ng, S. (2022). Sizes are gendered: The effect of size cues in brand names on brand stereotyping. Journal of Consumer Research, 49(2), 252-267.
