Implicit and Explicit Sexual Orientation, Attitudes Toward Advertising, and Self-Reported Physiological and Psychological Well-Being

In the present research we conceptualize sexual orientation as an attitude, and use contemporary implicit and explicit attitude measures to assess sexual orientation. In doing so we consider the possibility of implicit and explicit conflict with regard to sexual orientation (i.e., explicit preference for opposite-sex erotic stimuli, but implicit preference for same-sex erotic stimuli; or vice-versa). Indeed, preliminary studies have revealed almost no correlation between implicit and explicit measures of sexual orientation. We investigate how implicit and explicit measures predict responses to advertisements depicting heterosexual and homosexual themes, as well as self-reported physiological and psychological health.

Citation:

Patrick Vargas (2011) ,"Implicit and Explicit Sexual Orientation, Attitudes Toward Advertising, and Self-Reported Physiological and Psychological Well-Being", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 598-599.