Pogacar et al. (2021): Is Nestlé a Lady? The Feminine Brand Name Advantage
13 important questions on Pogacar et al. (2021): Is Nestlé a Lady? The Feminine Brand Name Advantage
What is examined in the paper by Pogacar et al. (2021)?
- Attitudes
- Choice
- Performance
On which aspects can be decided if a brand name is feminine or masculine?
- Length
- Sound
- Stress
Why is a brand name a really important aspect of a brand?
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
For my 1st exam I got a C. Then, I started looking for ways to learn better and I came across Study Smart. Since then I have scored a A+, A, A- and another A. I highly recommend it to everyone who wants to hear it. I am so happy with it!!
I was struggling to finish all my first-year subjects for 3 years. Then I discovered Study Smart, which helped me to finish all of them within 3 months.
Because of StudySmart, things are going well in many ways. Before, I always had study stress and no time for anything. Now I feel calm and confident (because of the program). I used to score a B, now I usually score an A or A+.
Hey Chris, I really want to thank you very much for developing the platform, I usually got around C for my exams, now I scored an A+, an A and a A- !!
Since using Study Smart, my average has increased significantly. I even completed a statistics course with a A+ while I'm bad at statistics. I took on extra courses this year, because of Study Smart. Thanks so much!
Ever since I started studying with StudySmart I passed all my exams !!! No more re-sits!! At first, I was happy with a pass and now I only get good grades. Many thanks!
I aced all the courses I studied with Study Smart. For law, I first scored a D, and now an A! I’m 100% sure that I’ll pass all the courses I study with Study Smart.
I always thought I studied well. My grades were fine. I could never have imagined that applying these study skills would have such a huge and direct impact on my grades, my speed and the pleasure I have in learning.
For the first time, I finally feel totally confident about the way I learn. I have the perfect overview and make great progress in terms of speed and the grades I get. Thanks, Chris!
I immediately started to enjoy learning again, and my grades soared. All of a sudden, everything went better. I highly recommend Study Smart to all students..
Being able to create my materials online made the process of studying so much smoother and quicker. I no longer have to spend a huge amount of my time on creating my summaries.
At first, my notes were a mess. Now I use Study Smart to take my notes in a perfectly structured way. It helps me to save a lot of time and do other things I enjoy.
Students that study with Study Smart get better grades. The system applies all the learning methods in such a way that both well-performing students and students who struggle perform much better.
Hi Chris, I would like to thank you very much. Last year I scored C on a course, and this year I got an A+ thanks to your method! Thank you very much!
The largest effect is that my child is more enthusiastic about school! Every parent wants their children to be happy at school, Study Smart made it happen.
In high school, I failed several exams, and that has really changed now. I actually needed this tool very much back then. Since I started studying with StudySmart, I haven't had any D's. My average score is now an A and those are results I would have never had in the past
With my old method, I passed only 3 out of 8 courses. Since I started taking my notes digitally in Study Smart, I have passed all my courses on the first try. For me, StudySmart takes away the stress of wondering if I will pass or not.
Thanks to StudySmart, I passed all my exams, and with better grades than before! On top of that, I have mastered a very good study method now, which I am confident will help me earn my degree.
What is the goal of the research by Pogacar et al. (2021)?
What are the 2 main theoretical and substantive contributions of the article by Pogacar et al. (2021)?
- Contribute to the literature on brand name linguistics. Introducing a more nuanced approach to studying how names influence gender perceptions
- Adding to the Stereotype Content Model literature by demonstrating that linguistic features of a brand name can result in the transfer of associated stereotypes to a brand
Which 4 hypotheses are stated in the article by Pogacar et al. (2021) and are they supported or not?
- H1: Brand name femininity is associated with positive brand outcomes (attitudes, choice, and performance)
- H2: Perceived brand warmth mediates the feminine brand name advantage
- H3: The feminine brand name advantage is attenuated when the typical user is male (when using which name)
- H4: The feminine brand name advantage is stronger for hedonic than utilitarian products
All hypotheses are supported.
Explain the conceptual model of the study by Pogacar et al. (2021).
- On the top: The effect of brand name gender on attitude, and the effect mediated by warmth
- On the left: Moderation typical user gender included
- On the right: Moderator product category included
What is examined in Study 2 and what were the results?
- Examination: Testing if the feminine brand name advantage is mediated by warmth perceptions
- Results: Feminine brand names are positively associated with warmth, which is positively associated with brand attitudes. The direct effect of brand name gender on attitude was not significant.
- Supporting H2
What is examined in Study 3a and 3b and what were the results?
- Examination:
- 3a: Testing the effect of name gender on participants’ choice of a video to watch
- 3b: Testing whether the feminine brand name advantage holds for financially consequential choices
- Results: Further evidence for the feminine brand name advantage in the context of consumer choices with tangible consequences for both time and money
What are the main conclusions of the paper by Pogacar et al. (2021)?
- Feminine brand names increase perceived warmth, which is associated with more favorable attitudes and increased choice for both real and fictitious brands
- Feminine brand names enhance attitudes and choice share and are associated with better brand performance.
- The feminine brand name advantage is neutralized when the typical product user is male and is stronger for hedonic (gevoel) than for utilitarian (nuttig) products
- Feminine names are preferred by both men and women for products that are used by both genders and are equally desirable as masculine names for products used by men.
What is examined in Study 4 and what were the results?
- Examination: Testing a potential boundary condition: typical user gender. When a product is typically used by men rather than women, the feminine brand name advantage may be attenuated (verzwakt).
- Results: The feminine brand name advantage is neutralized when the typical user is male, and attitudes toward linguistically masculine and feminine brand names are equally positive.
- Supporting H3
What is examined in Study 5 and what were the results?
- Examination: Testing boundary condition: product category. The effects should be larger for product categories in which warmth is an especially valued attribute
- Results: Linguistically feminine names produced more favorable attitudes toward hedonic than utilitarian products
- Supporting H4
Which 4 hypotheses are stated in the article by Pogacar et al. (2021) and are they supported or not?
- H1: Brand name femininity is associated with positive brand outcomes (attitudes, choice, and performance)
- H2: Perceived brand warmth mediates the feminine brand name advantage
- H3: The feminine brand name advantage is attenuated when the typical user is male (when using which name)
- H4: The feminine brand name advantage is stronger for hedonic than utilitarian products
All hypotheses are supported.
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
