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

Size cues are increasingly common in brand names (e.g., Xiaomi and Mini Cooper), but scant research has investigated whether and how brand name size cues influence consumers’ perceptions. This research shows that a brand name size cue can evoke gender associations, which subsequently affect consumers’ perceived warmth and competence of the target brand. A series of seven studies provide converging evidence that brands with a size cue of...