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

Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More

Featured

F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers

Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada

Read More

Featured

F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

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.