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 More

Featured

M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior

Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China

Read More

Featured

B10. Wearing V Neck, Getting More Trust: An Evolutionary Psychology Approach to Examine the Effect of Collar Style on Trust

jialiang xu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
chenbo zhong, University of Toronto, Canada

Read More

Featured

C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes

Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland

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.