The Effect of Gender-Scent Congruity on Product Evaluation and Purchase Intention
Gender-scent congruity (e.g., female consumers exposed to feminine scents) enhances consumers’ product evaluation, purchase intention and willingness to pay for gender-neutral products (e.g., backpacks) when consumers engage in self-expression considerations. This effect is further moderated by the gender of the spokesperson in the product advertisement.
Isabel L. Ding, Ming Ming Loo, and Xiuping Li (2016) ,"The Effect of Gender-Scent Congruity on Product Evaluation and Purchase Intention", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 728-728.
Isabel L. Ding, National University of Singapore, Singapore
Ming Ming Loo, National University of Singapore, Singapore
Xiuping Li, National University of Singapore, Singapore
NA - Advances in Consumer Research Volume 44 | 2016
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