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

142 citations0/0 files storedJournal of Advertising

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Media, Gender, and Advertising Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

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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2025Advances in Consumer Research 1974The measurement of psychological androgyny.1983Advances in Consumer Research 1992Developments in Marketing Science 1952Identifying Psychological Femininity 1973Effects of human models on perceived product quality.

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