title: The numerology of gender: gendered perceptions of even and odd numbers.
abstract: Do numbers have gender? Wilkie and Bodenhausen (2012) examined this issue in a series of experiments on perceived gender. They examined the perceived gender of baby faces and foreign names. Arbitrary numbers presented with these faces and names influenced their perceived gender. Specifically, odd numbers connoted masculinity, while even numbers connoted femininity. In two new studies (total N = 315), we further examined the gendering of numbers. The first study examined explicit ratings of 1-digit numbers. We confirmed that odd numbers seemed masculine while even numbers seemed feminine. Although both men and women showed this pattern, it was more pronounced among women. We also examined whether this pattern holds for automatic as well as deliberated reactions. Results of an Implicit Association Test showed that it did, but only among the women. The implicit and explicit patterns of numerical gender ascription were moderately correlated. The second study examined explicit perceptions of 2-digit numbers. Again, women viewed odd numbers as more masculine and less feminine than even numbers. However, men viewed 2-digit numbers as relatively masculine, regardless of whether they were even or odd. These results indicate that women and men impute gender to numbers in different ways and to different extents. We discuss possible implications for understanding how people relate to and are influenced by numbers in a variety of real-life contexts.
authors.affiliation: Department of Marketing, University of Notre Dame Notre Dame, IN, USA.
authors.forename: James E B
authors.initials: JE
authors.lastname: Wilkie
authors.affiliation: Departments of Psychology and Marketing, Northwestern University Evanston, IL, USA.
authors.forename: Galen V
authors.initials: GV
authors.lastname: Bodenhausen
keywords: gender; implicit associations; numbers; sex differences; social stereotypes