Many brands nowadays invest in advertising addressing LGBT consumers. The study explores the relationship between LGBT-themed advertising stimuli and consumers’ sexual orientation and openness, tolerance, perceived targetedness and ad-liking, developing a model of moderated sequential mediation to increase the theoretical understanding of the topic and the managerial potential for exploiting LGBT-themed advertising. Findings show that LGBT-themed ads are liked more than straight-themed ads if consumers are open-minded about homosexuality, regardless of their sexual orientation, especially if they live their sexuality openly. Further, results are backed by a field study on several other product categories and show positive outcomes also on consumers’ willingness-to-pay.
The Efficacy of Same- and Different- Gender Depictions in Advertising.
Prestini Stefano
;
2019
Abstract
Many brands nowadays invest in advertising addressing LGBT consumers. The study explores the relationship between LGBT-themed advertising stimuli and consumers’ sexual orientation and openness, tolerance, perceived targetedness and ad-liking, developing a model of moderated sequential mediation to increase the theoretical understanding of the topic and the managerial potential for exploiting LGBT-themed advertising. Findings show that LGBT-themed ads are liked more than straight-themed ads if consumers are open-minded about homosexuality, regardless of their sexual orientation, especially if they live their sexuality openly. Further, results are backed by a field study on several other product categories and show positive outcomes also on consumers’ willingness-to-pay.
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