Does depicting gay couples in ads influence behavioral intentions? How appeal for ads with gay models can drive intentions to purchase and recommend

This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.

MANAGEMENT SLANT

  • Lesbian, gay, and bisexual (LGB) consumers are highly responsive to LGB-inclusive advertising with respect to both purchase intentions and likelihood to recommend.
  • Consumers’ perception of an advertisement’s appeal was the strongest predictor of lasting effects on behavioral intentions, regardless of the sexual orientation of the models depicted in the advertisement or the congruency between the advertisement and sexual orientation of the consumer.
  • Heterosexual consumers no longer may experience the same aversion to LGB-inclusive advertisements that consistently was found in previous studies. Heterosexual consumers place more weight on the advertisement being interesting, trustworthy, and a...

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