Does Depicting Gay Couples in Ads Influence Behavioral Intentions? How Appeal for Ads with Gay Models Can Drive Intentions to Purchase and Recommend
JOURNAL OF ADVERTISING RESEARCH(2020)
摘要
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.
更多查看译文
关键词
Attractiveness,Sponsorship Effects,Psychological Impact,Social Attitudes,Compulsive Sexual Behavior
AI 理解论文
溯源树
样例
![](https://originalfileserver.aminer.cn/sys/aminer/pubs/mrt_preview.jpeg)
生成溯源树,研究论文发展脉络
Chat Paper
正在生成论文摘要