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Article History

Received: 14 September 2025

Accepted: 16 March 2026

First Online: 1 April 2026

Competing interests

: The authors declare no competing interests.

: All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards. The questionnaire and methodology for this study were approved by the Internal Review Board (IRB) of the Suzhou University of Technology Ethics Committee (Former Changshu Institute of Technology), Ethics approval number: 202500022. Approval data: 2025.03.10.

: All respondents voluntarily participated in the “Does the handsome man trap work? A study on the impact of male anchors’ reverse gender traits on female consumers’ purchasing intention” study and have fully understood the research content, methods, and personal rights. Procedure for obtaining consent: First, we provide a detailed description of the questionnaire content in the questionnaire instructions and explain that participation in the questionnaire is based on the principle of voluntariness. And set up options to obtain consent from participants. Secondly, we explained that respondents can exit the questionnaire at any time during the questionnaire-filling process. Third, the research team is committed to maintaining data anonymity and privacy. Consent data: The questionnaire was distributed from April 1, 2025 to April 30, 2025.

: During the preparation of this work, we used Grammarly and Wordtune to polish grammar mistakes and enhance the clarity of our paper.