Sexual Orientation as a Peripheral Cue in Advertising
Effects of Models’ Sexual Orientation, Argument Strength, and Involvement on Responses to Magazine Ads
Bibliographic Data
| ID | 7315495 |
|---|---|
| Authors | Adrienne Holz Ivory (Virginia Tech, corresponding author) |
| Year | 2017 |
| Volume | 66 |
| Issue | 1 |
| Pages | 31-59 |
| Publication date | 2017-10-12 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Homosexuality (JOURNAL) |
| Journal identifiers | ISSN: 0091-8369 • E-ISSN: 1540-3602 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/00918369.2017.1391558 |
| PMID | 29023207 |
| OpenAlex | W2761577221 |
| Language | EN |
| Citations received | 5 |
| References cited | 30 |
This study examines how sexual orientation of couples featured in magazine advertisements affects heterosexual viewers' responses using the elaboration likelihood model as a framework. A 3 × 2 × 2 × 3 experiment tested effects of sexual orientation, argument strength, involvement, and attitudes toward homosexuality on heterosexuals' attitudes toward the couple, advertisement, brand, and product, purchase intentions, and recall. Results indicate that consumers were accepting of ads with lesbian portrayals. Participants showed more negative attitudes toward gay male portrayals, but attitudes toward heterosexual and lesbian ads were similar. This effect was moderated by participants' attitudes toward homosexuals. Low-involvement consumers showed more negative attitudes toward homosexual portrayals than toward heterosexual portrayals, indicating that sexual orientation may have served as a peripheral cue negatively impacting attitudes toward the couple and ad under low elaboration. These effects were not observed for attitudes toward the brand and product, purchase intentions, or recall
Advertising · Argument (complex analysis · Cognitive psychology · Elaboration likelihood model · Heterosexuality · Homosexuality · Lesbian · Persuasion · Product (mathematics · Recall · Sexual orientation · Consumer Behavior in Brand Consumption and Identification · Gender, Feminism, and Media · Media, Gender, and Advertising · Psychology · Social Psychology
Communication and Persuasion
The Elaboration Likelihood Model of Persuasion
The Lesbian and Gay Studies Reader
Social Identifications
Heterosexuals' attitudes toward lesbians and gay men
Gender Differences in Responses to Emotional Advertising
Race of source effects in the Elaboration Likelihood Model
The Effect of Homosexual Imagery in Advertising on Attitude Toward the Ad
We're Here, We're Queer, and We're Going Shopping
Homosexual Imagery in Print Advertisements
Attitudes Toward Lesbians and Gay Men
How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions
Central and Peripheral Routes to Advertising Effectiveness
Images in Advertising
| Unique citing works | 5 |
|---|---|
| Citations per year | 0,83 |
| Citation span | 2020 - 2026 (7) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 5 |