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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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