The Influence of Gay Male Imagery in Print Advertising on Consumers' Intentions: A Longitudinal Experiment

• In Event: Advertising and Branding

Abstract

Little is known about the influence of advertisements depicting lesbian, gay, and bisexual (LGB) imagery. Research suggests that viewing LGB-inclusive advertisements may turn off heterosexual consumers, while other studies suggest that LGB-inclusive advertisements can greatly increase brand loyalty among LGB consumers, a niche target audience that 21st century marketers are interested in tapping. This experimental study exposed both heterosexual and LGB participants to a faux magazine that either included other-sex couples in the ads or same-sex couples in the ads. Participants then reported on advertisement appeal, likelihood of purchasing the product/brand, and likelihood of recommending the product/brand. Results indicate that heterosexual consumers may be more accepting of LGB imagery in mainstream advertisements than previous studies suggest but that the high appeal of LGB-inclusive advertisements among LGB consumers is short-term and fades three weeks after exposure to the advertisement.

Authors

• Bradley J Bond, U of San Diego

• Justine Rapp, U of San Diego