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.
Citation:
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.
Authors
Isabel L. Ding, National University of Singapore, Singapore
Ming Ming Loo, National University of Singapore, Singapore
Xiuping Li, National University of Singapore, Singapore
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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