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Research highlights► Experimental study based on social role theory and match up hypothesis. ► Examined sport played and product endorsed on female athlete endorser effectiveness. ► Female athletes in gender inappropriate sports perceived as slightly less attractive. ► Sport played had no impact on perceptions of trustworthiness, expertise, or fit. ► Results suggest changing gender norms regarding female athletes and endorsements.
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Fink et al. (2011) studied this question.
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