Research Design Connection: Gender Differences Reviewed
Meyers-Levy and Loken evaluated peer-reviewed research to identify differences in how men and women process information. They conclude that “Males are more self-oriented, while females are more other-oriented; females are more cautious responders; females are more responsive to negative data; males process data more selectively and females more comprehensively; and females are more sensitive to differentiating conditions and factors.” Research shared on differences in responses to sounds/names was particularly intriguing: “Front vowel sounds occur when the highest position of the tongue is toward the front of the mouth (i.e., in English, the sounds of i and e ), whereas the tongue is in the back when generating back vowel sounds (i.e., the sounds of o and u ). Research has shown that front, not back vowel sounds connote feminine characteristics like smaller, lighter, milder, weaker, softer, prettier and friendlier…when given pairs of brand names for products that differed only in …
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