I Should Say No but It Looks so Delicious: Cognitive Dissonance Experienced Through Evaluation of Nongay Friendly Food Brands

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Information Systems Interactive Poster Session

Abstract

Using Dynamic Human-Centered Communication System Theory (DHCCST; Lang, 2013) as a theoretical framework,this study test whether consumers low in gay-bias will experience cognitive dissonance when evaluating non-gay friendly brands whose products are also highly motivationally relevant.To test these hypotheses, a 2 (motivational relevance of products: primary/secondary) × 2 (gay-friendliness: high/low) within-subject design will be used.

Authors

• Yijie Wu, Florida State University

• Jaejin Lee, Florida State U