QRCA Views

20 QRCA VIEWS FA LL 2 014 www.qrca.org DAMN, DARN, AND F*** C O N T I N U E D Acronyms and Slang: Where women own acronyms and short forms such as LOL, BF, FML, luv, and ppl, men own word combinations like gotta (have got to), kinda (kind of ), and hella (hell of a). In other words, women like to shorten their messages, and they do so in a way that maintains a certain degree of gram- matical correctness. Research Variables: Finally, and perhaps most important, in terms of traditional market research constructs, women are more likely to use the words purchase, sales, and deals, while men are more likely to use words like cheap, prices, taxes, and credit cards. Further, women write more about new things, trying, and waiting, while men write more about recommend- ing, voting, complaining, commercials, employees, and lawsuits. It appears that women focus more on the process of buy- ing, whereas men focus more on the out- comes or risks of buying. Family mother dad, mom, father, kids References herself, yourself, my our, myself, we, your Positivity fight, amazing, awesome crying, help Profanity ass, s***, f*** bloody, darn Grammar weren't, they're, you're, isn't, haven't, shouldn't, wouldn't, you've, can't, aren't Won't, don't Acronyms lmao, omg, lol N/A Slang dat, u, kinda, haha, gonna B4, luv Research Variables on sale, credit card, buy, wait, try donate, in line, vote, new "When men start to mention themselves more often or women start mentioning other people more often, then you know you've registered a real difference between men and women's perceptions of a brand and not just inherent gender differences." Age Differences DARN DAMN YOUNGER PEOPLE OLDER PEOPLE Category (born after 1970) (born before 1971)

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