Grammatical Gender and Anthropomorphism: “It” Depends on the Language

Consumers often anthropomorphize non-human entities. In this research, we investigate a novel antecedent of anthropomorphism: language. Some languages (e.g., English) make a grammatical distinction between humans (he, she) and non-humans (it), whereas other languages (e.g., French) do not (all objects are gender-marked). We propose that such grammatical structures of languages influence the way individuals mentally represent non-human entities,...