Does depicting gay couples in ads influence behavioral intentions? How appeal for ads with gay models can drive intentions to purchase and recommend

Bradley J. Bond and Justine Rapp Farrell

This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.

MANAGEMENT SLANT

  • Lesbian, gay, and bisexual (LGB) consumers are highly responsive to LGB-inclusive advertising with respect to both purchase intentions and likelihood to recommend.
  • Consumers’ perception of an advertisement’s appeal was the strongest predictor of lasting effects on behavioral intentions, regardless of the sexual orientation of the models depicted in the advertisement or the congruency between the ad
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