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



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