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Results of the behavioral analysis. y axis: Attitude toward the commercial (at); x axis: Congruent (MP × MV + FP × FV) and incongruent (FP × MV + MP × FV) voice combinations. Attitudes toward commercials with gender congruent product‐voice combinations are more positive when compared to incongruent combinations (t [27] = 2.90, p = .007). Error bars indicate standard deviation
