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

• Katherine Baxter ,

  Contributed equally to this work with: Katherine Baxter, Barbara Czarnecka

  Roles Conceptualization, Data curation, Formal analysis, Investigation, Methodology, Project administration, Resources, Writing – review & editing

  Affiliation Department of Business Management and Marketing, Liverpool Hope University, Liverpool, United Kingdom

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• Barbara Czarnecka ,

  Contributed equally to this work with: Katherine Baxter, Barbara Czarnecka

  Roles Conceptualization, Methodology, Project administration, Supervision, Writing – original draft, Writing – review & editing

  * E-mail: czarnecb@lsbu.ac.uk

  Affiliation Division of Management, Marketing and People, London South Bank University, London, United Kingdom

  https://orcid.org/0000-0002-8314-1727

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• Bruno Schivinski ,

  Roles Formal analysis, Methodology

  ¶‡ These authors also contributed equally to this work

  Affiliation School of Media and Communication, RMIT University, Melbourne, Australia

  ⨯
• Maria Rita Massaro

  Roles Writing – review & editing

  ¶‡ These authors also contributed equally to this work

  Affiliation Independent Researcher, Grosseto, Italy

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