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.

Authors

Patrick Vargas, University of Illinois, USA



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

H3. Does the Style Looks More Expensive? The Effect of Visual Complexity on Luxury Perception of Art Infused Products

Cheng Gao, Nanjing University
Chunqu Xiao, Nanjing University
Kaiyuan Xi, Nanjing University
Hong Zhu, Nanjing University

Read More

Featured

Accounting For Gains From Discounted Credit

Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA

Read More

Featured

Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume

Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.