This paper explores the different ways in which speakers of Limburgian think and feel about sociopragmatic pronouns in their dialect, in which women can traditionally be referred to with both ziej ‘she’ and het ‘she’ (lit. ‘it’). Previous research revealed variation between speakers regarding the use of het, which appears to be associated with differences in interpretation and evaluation. This study investigates this further by analyzing how individual speakers evaluate non-feminine pronouns for women. Our data show that many speakers have a relatively high level of awareness, discussing four key themes: (i) how female reference in Limburgian differs from that of Dutch; (ii) the appropriateness of using the pronouns for certain referents and/or in certain social situations; (iii) the various connotations the pronouns may have; and (iv) how they navigate between-speaker differences regarding pronoun evaluation in daily life. Importantly, this high level of awareness is not present in all speakers. These results indicate that the use or non-use of the pronoun het for female referents may be conditioned by cognitive automaticity for some speakers, and by a conscious, emotionally charged consideration about its desirability for others. Our findings, therefore, suggest the importance of integrating cognition and sociality in linguistic theorizing.