The Impact of Gender-Reverse Spokesperson on Consumers'Product Attitude and Purchase Intention of Gendered Product
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 signifi-cantly enhance consumers'product attitude and purchase intention,which is mediated by perceived user heterosexual attractiveness.Besides,the positive effects of ender-reverse spokesperson endorse-ment of gendered products are moderated by the type of product context.Specifically,when the gen-dered 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.
gender-reverse endorsementheterosexual effectperceived user heterosexual attrac-tivenesspublic comsumptionprivate consumption
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