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
