AUTHOR=Wenting Feng , Shuyun Xue , Ying Yang , Hai Huang 

TITLE=The influence of androgynous streamers on consumers’ product preferences

JOURNAL=Frontiers in Psychology

VOLUME=Volume 13 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.1029503

DOI=10.3389/fpsyg.2022.1029503

ISSN=1664-1078

ABSTRACT=Based on attachment theory, this study explores the impact of streamers' gender role (monosexual/ bisexual) on consumers’ preferences. The current research consists of two studies. Study 1 shows that the bisexual streamer elicits a higher product preference than the monosexual streamer in both male streamer and female streamer conditions. Study 2 includes two experiments. The findings discover that regardless of whether the streamer is male or female, when individuals have a high gender stereotype, the monosexual streamer leads to a higher product preference than the bisexual streamer. When individuals have a low gender stereotype, the bisexual streamer promotes a higher product preference than the monosexual streamer.