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Does Depicting Gay Couples in Ads Influence Behavioral Intentions?

How Appeal for Ads with Gay Models Can Drive Intentions to Purchase and Recommend

Bradley J. Bond, Justine Rapp Farrell
DOI: 10.2501/JAR-2019-026 Published 1 June 2020
Bradley J. Bond
University of San Diego,
  • Find this author on Google Scholar
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  • For correspondence: bond@sandiego.edu
Justine Rapp Farrell
University of San Diego,
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  • For correspondence: jrapp@sandiego.edu
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ABSTRACT

This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery. Results indicated that viewing advertisements congruent with participants' sexuality increased the advertisements' appeal, particularly for LGB consumers. Advertising appeal significantly predicted purchase intentions and likelihood of recommending the advertised brands. Incongruent advertisements generally still were appealing for all participants. The indirect effect of advertising imagery on behavioral intentions through advertising appeal was stronger for LGB participants than heterosexual participants. Advertising appeal was related to behavioral intentions three weeks postexposure, suggesting potential lasting effects of advertisement exposure.

  • Received June 1, 2017.
  • Received (in revised form) November 26, 2018.
  • Accepted December 19, 2018.
  • Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 2

Journal of Advertising Research: 60 (2)
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Does Depicting Gay Couples in Ads Influence Behavioral Intentions?
Bradley J. Bond, Justine Rapp Farrell
Journal of Advertising Research Jun 2020, 60 (2) 208-221; DOI: 10.2501/JAR-2019-026

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Does Depicting Gay Couples in Ads Influence Behavioral Intentions?
Bradley J. Bond, Justine Rapp Farrell
Journal of Advertising Research Jun 2020, 60 (2) 208-221; DOI: 10.2501/JAR-2019-026
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  • Effects of Nonstereotyped Occupational Gender Role Portrayal in Advertising
  • Feminism and Advertising: Responses To Sexual Ads Featuring Women
  • LGBTQ Imagery in Advertising
Show more What We Know About Gender and Diversity

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