How Far Is Too Far? Consumers’ Responses to Lgbtq-Inclusive Ads and the Role of Gender-Based Ad Congruency
How would consumers respond to gay women in beer commercials? We explore how gender congruence influences heterosexual versus LGBTQ consumers’ responses to LGBTQ-inclusive ads. Two experiments reveal that heterosexual consumers do not dislike LGBTQ-inclusive imagery unless the gender is incongruent, while LGBTQ consumers are not influenced by such gender congruence
Citation:
Khue (Kylie) Vo and Priyali Rajagopal (2021) ,"How Far Is Too Far? Consumers’ Responses to Lgbtq-Inclusive Ads and the Role of Gender-Based Ad Congruency", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 910-910.
Authors
Khue (Kylie) Vo, University of no
Priyali Rajagopal, University of North Texas
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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