@inproceedings{moorthy-etal-2018-nike,
title = "Is {N}ike female? Exploring the role of sound symbolism in predicting brand name gender",
author = "Moorthy, Sridhar and
Pogacar, Ruth and
Khan, Samin and
Xu, Yang",
editor = "Riloff, Ellen and
Chiang, David and
Hockenmaier, Julia and
Tsujii, Jun{'}ichi",
booktitle = "Proceedings of the 2018 Conference on Empirical Methods in Natural Language Processing",
month = oct # "-" # nov,
year = "2018",
address = "Brussels, Belgium",
publisher = "Association for Computational Linguistics",
url = "https://aclanthology.org/D18-1142",
doi = "10.18653/v1/D18-1142",
pages = "1128--1132",
abstract = "Are brand names such as Nike female or male? Previous research suggests that the sound of a person{'}s first name is associated with the person{'}s gender, but no research has tried to use this knowledge to assess the gender of brand names. We present a simple computational approach that uses sound symbolism to address this open issue. Consistent with previous research, a model trained on various linguistic features of name endings predicts human gender with high accuracy. Applying this model to a data set of over a thousand commercially-traded brands in 17 product categories, our results reveal an overall bias toward male names, cutting across both male-oriented product categories as well as female-oriented categories. In addition, we find variation within categories, suggesting that firms might be seeking to imbue their brands with differentiating characteristics as part of their competitive strategy.",
}
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<abstract>Are brand names such as Nike female or male? Previous research suggests that the sound of a person’s first name is associated with the person’s gender, but no research has tried to use this knowledge to assess the gender of brand names. We present a simple computational approach that uses sound symbolism to address this open issue. Consistent with previous research, a model trained on various linguistic features of name endings predicts human gender with high accuracy. Applying this model to a data set of over a thousand commercially-traded brands in 17 product categories, our results reveal an overall bias toward male names, cutting across both male-oriented product categories as well as female-oriented categories. In addition, we find variation within categories, suggesting that firms might be seeking to imbue their brands with differentiating characteristics as part of their competitive strategy.</abstract>
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%0 Conference Proceedings
%T Is Nike female? Exploring the role of sound symbolism in predicting brand name gender
%A Moorthy, Sridhar
%A Pogacar, Ruth
%A Khan, Samin
%A Xu, Yang
%Y Riloff, Ellen
%Y Chiang, David
%Y Hockenmaier, Julia
%Y Tsujii, Jun’ichi
%S Proceedings of the 2018 Conference on Empirical Methods in Natural Language Processing
%D 2018
%8 oct nov
%I Association for Computational Linguistics
%C Brussels, Belgium
%F moorthy-etal-2018-nike
%X Are brand names such as Nike female or male? Previous research suggests that the sound of a person’s first name is associated with the person’s gender, but no research has tried to use this knowledge to assess the gender of brand names. We present a simple computational approach that uses sound symbolism to address this open issue. Consistent with previous research, a model trained on various linguistic features of name endings predicts human gender with high accuracy. Applying this model to a data set of over a thousand commercially-traded brands in 17 product categories, our results reveal an overall bias toward male names, cutting across both male-oriented product categories as well as female-oriented categories. In addition, we find variation within categories, suggesting that firms might be seeking to imbue their brands with differentiating characteristics as part of their competitive strategy.
%R 10.18653/v1/D18-1142
%U https://aclanthology.org/D18-1142
%U https://doi.org/10.18653/v1/D18-1142
%P 1128-1132
Markdown (Informal)
[Is Nike female? Exploring the role of sound symbolism in predicting brand name gender](https://aclanthology.org/D18-1142) (Moorthy et al., EMNLP 2018)
ACL