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 advertisement and sexual orientation of the consumer.
  • Heterosexual consumers no longer may experience the same aversion to LGB-inclusive advertisements that consistently was found in previous studies. Heterosexual consumers place more weight on the advertisement being interesting, trustworthy, and a good match with the brand than on the sexuality of the models depicted within the advertisement.
  • Recognition as a corporate ally provides a significant benefit toward building relationships with LGB consumers.