Therefore Labov found that the pronunciation of /r/ increased as the class of the store increased, as well as an increase of /r/ in careful speech, and concluded that the more careful the speech was the more likely the /r/ was to be pronounced. Labov found the overuse of /r/, known as hypercorrection, was most common in the lower middle class(Macy’s), as they were most likely to be aware of which speech forms are ‘classy’ and would use these forms in careful speech to improve prestige and appear to belong to the higher middle class. Labov also found hypercorrectness to be strongest in the language conscious middle class women, showing that overt prestige seemed more common in women than men, the factor that I chose to investigate in my experiment.