Consumer Response To Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers' Perceptions
| Autor: | Kathrynn Pounders, Amanda Mabry-Flynn |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
Communication media_common.quotation_subject 05 social sciences Word of mouth 050109 social psychology Advertising Product type Affect (psychology) Perception 0502 economics and business Sexual orientation Mainstream 050211 marketing 0501 psychology and cognitive sciences Lesbian Psychology Target market media_common |
| Zdroj: | Journal of Advertising Research. 56:426-440 |
| ISSN: | 0021-8499 |
| DOI: | 10.2501/jar-2016-047 |
| Popis: | Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements. The current authors conducted three studies to explore how sexual orientation, product type, and model–product fit influence consumer reactions to advertisements with gay and lesbian imagery. Findings suggest product type moderates the effect of sexual orientation on attitude toward the advertisement and word of mouth, and that positive evaluations of an advertisement may occur when gay and lesbian imagery “fits” within consumers9 existing schemas. This work offers implications for advertisers and brand managers. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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