The study finds placing informational message first generates increased brand attitude for female consumers, while males prefer informational message placed last. High construal level leads to increased brand attitude for both males and females, low construal level consumers do not differ significantly in brand attitude across information order or gender.

• Xina Yuan(School of Management, Xiamen University, China)
• Jungmin Jung(Bang College of Business, KIMEP University, Korea)
• Feng Xiong(School of Management, Xiamen University, China)
• Sha Cai(School of Management, Xiamen University, China)