Abstract：Focus on the gender-reverse endorsement strategy, this research explores the role of gender-reverse spokesperson in endorsing gendered product, as well as the impact on consumers’ product attitude and purchase intention through four laboratory experiments. The results show that, compared with same-gender spokesperson, gender-reverse spokesperson of gendered product significantly enhance consumers’ product attitude and purchase intention, which is mediated by perceived user heterosexual attractiveness. Besides, the positive effects of ender-reverse spokesperson endorsement of gendered products are moderated by the type of product context. Specifically, when the gendered products is privately consumed product, the positive influence of gender-reverse spokespersons’ endorsement on the product attitude and purchase intention of gendered products will be weakened.
夏沁盈，徐岚，崔楠，程文姝，曾仟怡. 逆性别代言人对消费者性别化产品态度及购买意愿的影响[J]. 管理学报, 2024, 21(2): 251-.
XIA Qinying，XU Lan，CUI Nan，CHENG Wenshu，ZENG Qianyi. The Impact of Gender-Reverse Spokesperson on Consumers’ Product Attitude and Purchase Intention of Gendered Product. Chinese Journal of Management, 2024, 21(2): 251-.
