The Influence of Spokespersons in Altering a Product's Gender Image: Implications for Advertising Effectiveness

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Abstract
This study investigates the extent to which a spokesperson's gender can influence the gender image of products. In addition, the appropriateness and effectiveness of spokesperson/ product gender combinations are assessed relative to these gender image perceptions. Results indicate that a spokesperson's gender is an effective cue in altering the gender image of a masculine and feminine product but not of a neutral product. Respondents' attitudes and usage intention are more positive when the gender of the product and spokesperson differ (a progressive role portrayal) than when they match (a traditional role portrayal), thus providing added support for the effectiveness of strategies aimed at altering a product's gender image.

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