Fifty Shades of Gay: the Effects of Gender and Lgbt Imagery on Politically Conservative Viewers
This study examines how depictions of gender and sexuality influence consumer attitudes. The findings demonstrate an individual’s political ideology determines their emotional response (disgust) to such advertisements and that it is the resulting emotional response and attitude to the advertisement that act as causal mechanisms responsible for product-related attitudes.
Citation:
Gavin Northey, Rebecca Dolan, Patrick van Esch, Felix Septianto, Vicki Andonopoulos, and Michael Barbera (2019) ,"Fifty Shades of Gay: the Effects of Gender and Lgbt Imagery on Politically Conservative Viewers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 792-793.
Authors
Gavin Northey, University of Auckland, New Zealand
Rebecca Dolan, University of Adelaide, Australia
Patrick van Esch, Western Sydney University, Australia
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales, Australia
Michael Barbera, Barbera Solutions
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China
Featured
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Featured
R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands
Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver