Source Gender of Health Information: Does It Really Matter?

Using a factorial designed experiment, this study extended source gender (male, female) of information research by evaluating behavioural measures over time. Physical activity levels were the targeted behaviour. Analysis revealed that a male source was more influential for physical activity increases compared to a female source during the treatment phase.


Sarah Forbes, Kirsten Robertson, and Rob Lawson (2013) ,"Source Gender of Health Information: Does It Really Matter?", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 104-110.


Sarah Forbes, University of Birmingham, United Kingdom
Kirsten Robertson, University of Otago, New Zealand
Rob Lawson, University of Otago, New Zealand


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia

Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA

Read More


The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices

Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA

Read More


Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success

Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.