Prototypes in Europe and North America : How they reflect gender and cultural differences

Sammanfattning: The aim of this study was to find out whether Europeans and North Americans differ as to what they consider to be best examples of four categories; namely vehicles, clothes, vegetables, and furniture. I compared the two continents with each other and tried to find out to what extent the cultural differences really influence the best examples chosen by the research participants. Further, I briefly compared the prototypes with European females and males and North American females and males and tried to point out some differences between the two genders. Moreover I tried to connect the differences to cultural and gender related factors. The results show the existence of some good and some bad examples that were the same no matter if we looked at the European list or the North American one. However, as we have found out through our research there seem to be strong cultural reasons for the best examples the participants chose. It is a natural behavior to choose prototypes of categories that are well known by the research participants. The best known items are those which are present in the lives of the participants. So, for example riding a bicycle does not seem to be very common among people in North America. They consider bicycle only a lower average example for the category vehicles, whereas Europeans for example seem to use bicycles much more often. They place it on rank four out of 17. People seem to choose things they know or are interested in.