Sincere, Not Sinful: the Unique Role of Brand Personality in Shaping Liberals’ and Conservatives’ Views of Lgbt Ads

Conservatives (vs. liberals) see ads with LGBTQ content as lower on brand sincerity, uniquely predicting more negative ad attitudes. This effect particularly emerges for sincere brands, but disappears for exciting brands, due to differing perceptions of actor-brand fit. Archival analysis shows that sincere brands depict the LGBTQ community more favorably.



Citation:

Steven Shepherd, Tanya Chartrand, and Gavan Fitzsimons (2019) ,"Sincere, Not Sinful: the Unique Role of Brand Personality in Shaping Liberals’ and Conservatives’ Views of Lgbt Ads", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 62-67.

Authors

Steven Shepherd, Oklahoma State University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC

Read More

Featured

Crossing Race and Markets: Introducing the Race in the Marketplace Research Network

Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine

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.