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Consumer Response To Gay and Lesbian Imagery

How Product Type and Stereotypes Affect Consumers' Perceptions

Kathrynn Pounders, Amanda Mabry-Flynn
DOI: 10.2501/JAR-2016-047 Published 1 December 2016
Kathrynn Pounders
University of Texas at Austin,
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  • For correspondence: kate.pounders@austin.utexas.edu
Amanda Mabry-Flynn
University of Illinois,
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  • For correspondence: amabry@illinois.edu
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ABSTRACT

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 consumers' existing schemas. This work offers implications for advertisers and brand managers.

  • © Copyright 2016 The ARF. All rights reserved.
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Vol 56 Issue 4

Journal of Advertising Research: 56 (4)
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Consumer Response To Gay and Lesbian Imagery
Kathrynn Pounders, Amanda Mabry-Flynn
Journal of Advertising Research Dec 2016, 56 (4) 426-440; DOI: 10.2501/JAR-2016-047

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Consumer Response To Gay and Lesbian Imagery
Kathrynn Pounders, Amanda Mabry-Flynn
Journal of Advertising Research Dec 2016, 56 (4) 426-440; DOI: 10.2501/JAR-2016-047
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    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LITERATURE REVIEW
    • HYPOTHESES AND DEPENDENT VARIABLES
    • STUDY 1
    • STUDY 2
    • STUDY 3
    • GENERAL DISCUSSION
    • MANAGERIAL IMPLICATIONS
    • LIMITATIONS AND FUTURE RESEARCH
    • ABOUT THE AUTHORS
    • APPENDIX 1A Study 1 Advertisements
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