“Gendered digits: A Marketing Opportunity”

Abstract: The following thesis explores a topic mixing different themes. In fact, the researchersexplore the gender affiliated of digits. Following a consistent structure, the aim of theresearch is to show, or not, a gendered affiliation of digits in the marketing field. Underthe assumption that digits have gendered affiliation through cognitive interpretation, thisresearch could take an important place in the naming process of products or brands. Inorder to test the relation between genders and digits, the researchers explore differentgendered dimensions as forms, pronunciation, colors, odd and even digits, etc. Throughqualitative analysis, the researchers try to find a potential relationship between these thetwo main themes: gender and digits. Moreover, in the case where a link is proved, anothertheme will be explained: marketing. Indeed, marketing departments could haveopportunities to target gendered segments through specific numbers. Different researcheshave been done on this topic. However, the researchers still consider the topic like a topicwithout many explorations. In fact, Wilkie and Bodenhausen (2012, 2015) have shown alink between gender and odd versus even numbers with a quantitative research. On thecontrary, this research explores several dimensions through a qualitative exploration.