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THE EFFECT OF MASCULINE AND FEMININE BRAND NAMES ON THE PERCEIVED TASTE OF A CIGARETTE *
Author(s) -
Friedman Hershey H.,
Dipple William S.
Publication year - 1978
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1978.tb00735.x
Subject(s) - taste , affect (linguistics) , psychology , brand names , advertising , product (mathematics) , social psychology , communication , mathematics , business , geometry , neuroscience
The purpose of the current study was to determine whether brand name can affect the public's evaluation of a product. All subjects smoked identical cigarettes. One group of subjects, however, knew the cigarettes by the name of “Frontiersman,” a masculine name, while the other group knew the cigarettes as “April,” a feminine name. Male and female subjects were asked to rate the cigarette on seven measures. Results show that women gave a more positive evaluation to the cigarette purportedly named “April,” while men gave a more positive evaluation to the identical cigarette when they thought it was named “Frontiersman.” In addition, women reacted more strongly than did men to brand name influence.