Sexual Orientation: A Peripheral Cue in Advertising?
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Results indicate that heterosexual consumers were accepting of ads with lesbian portrayals.Â Participants showed more negative attitudes toward gay male portrayals, but attitudes towards heterosexual and lesbian ads were similar. This effect was moderated by participantsâ attitudes toward homosexuals. Regarding message processing, low involvement consumers showed more negative attitudes toward homosexual portrayals than toward heterosexual portrayals, providing some indication that modelsâ sexual orientation in ads may have served as a peripheral cue negatively impacting attitudes toward the couple and ad in situations where elaboration is low. However, such effects on attitudes toward couples and ads did not appear to carry over to attitudes toward the brand and product, purchase intentions, or recall. Implications, limitations, and areas for future research are also discussed.
- Masters Theses