Grammatical gender in the context of fragrance marketing
| dc.contributor.advisor | Speed, L. | |
| dc.contributor.advisor | Nejjari, W. | |
| dc.contributor.author | Nowak, I.M. | |
| dc.date.issued | 2023-08-28 | |
| dc.description.abstract | This study investigates the influence of grammatical gender on consumer behaviour among Polish native speakers, focusing on its impact on advertising. The aim is to understand how grammatical gender, a prominent linguistic feature in the Polish language, shapes consumer perceptions, attitudes, and preferences toward products. A questionnaire-based survey was conducted with 83 Polish native speakers, who evaluated hypothetical advertising scenarios that manipulated the grammatical gender associations of fragrance scent notes. The findings indicate that there was no direct effect of grammatical gender congruency on purchase intention, product liking, or short-term memory. While previous research suggested a potential influence of grammatical gender on product perception and subliminal categorization, this study did not find significant evidence supporting such a relationship. These findings contribute to understanding the role of grammatical gender in advertising and consumer behaviour. Although a direct relationship between grammatical gender congruency and purchase intention/product liking/memory was not found, the influence of grammatical gender cannot be disregarded. | |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/15354 | |
| dc.language.iso | en | |
| dc.thesis.faculty | Faculteit der Letteren | |
| dc.thesis.specialisation | specialisations::Faculteit der Letteren::Master Communicatie- en informatiewetenschappen::Global Communication and Diversity | |
| dc.thesis.studyprogramme | studyprogrammes::Faculteit der Letteren::Master Communicatie- en informatiewetenschappen | |
| dc.thesis.type | Master | |
| dc.title | Grammatical gender in the context of fragrance marketing |
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