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| The Impact of Gender-Reverse Spokesperson on Consumers’ Product Attitude and Purchase Intention of Gendered Product |
| XIA Qinying，XU Lan，CUI Nan，CHENG Wenshu，ZENG Qianyi |
| Wuhan University, Wuhan, China |
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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.
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Received: 21 October 2022
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