Sensory Associations to Gender (02-05-24)
Ding, Liu, and Xu probe sensory associations to gender. They report that “the present research empirically documents the association between gender and taste. . . . Across four studies, we demonstrate that feminine and sweet are cognitively associated (Study 1), and accordingly, products launched by a feminine brand are perceived to be sweeter than those launched by a masculine brand (Study 2). Furthermore, a feminine (vs. masculine) brand leads to a higher preference for its sweet (vs. unsweet) products. . . .