Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK.

ABSTRACT: Following mixed-methods sequential design and drawing on the message-audience congruence concept and homophily theory, across three studies in the UK, we examined the effect of gendered wording and endorser's gender on the effectiveness of leaflets promoting walking. In Study 1, a mall-intercept study achieved 247 completed questionnaires. Results demonstrated that men and women indicated the highest behavioural intentions for communal wording presented by a male endorser. However, pairwise comparisons revealed that when the wording of the advert was agentic and the endorser was male, males indicated significantly higher scores of behavioural intentions compared with females. Attitude towards the ad for women was highest for communal wording/female endorser; for men it was for agentic word

SUBMITTER: Baxter K 

PROVIDER: S-EPMC9612536 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature