Consumer Response to Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers' Perceptions
Kathrynn Pounders
University of Texas at Austin
Amanda Mabry-Flynn
University of Illinois
MANAGEMENT SLANT
- Brands increasingly recognize that gays and lesbians are a lucrative market that should be advertised to beyond niche channels.
- Product type affects consumer reactions to advertisements featuring gays and lesbians in the form of consumer attitude toward the advertisement and intention to spread positive word of mouth.
- There are primarily positive outcomes when the product featured in the advertisement is perceived as consistent with the stereotype of the sexual orientation depicted...