Gender Selection Dilemma in Fast Moving Consumer Goods (FMCG) Advertising: Insights from Eye- Tracking Research.

Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising presents a strategic challenge. Previous research has predominantly concentrated on comparing celebrity spokespersons with non-celebrities, frequently neglecting the intricate distinctions in the effectiveness of male versus female endorsers. This study addresses this research gap by employing both traditional and neuromarketing methodologies.