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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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2.1a Consumer Responses to Homosexual Imagery in Advertising: A Meta-Analysis

Friday, March 29, 2019 at 1:00 PM–2:30 PM CDT
1-Normandy A
Abstract

Rising support for the LGBT community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay and lesbian market. Several companies have developed advertising with homosexual imagery to better target this group, thereby risking alienating most heterosexual consumers. The findings on the persuasive effects of homosexual imagery are mixed and do not provide insights on whether and when homosexual imagery in advertising supports or hampers persuasion. To resolve the inconsistencies in findings of prior research, this paper presents a meta-analysis on the effects of homosexual imagery. The integrated effect size suggests that the overall persuasive effect between homosexual and heterosexual imagery does not differ. Contrary to the assumption, we find “reverse alienation”: heterosexual consumers are not alienated by homosexual portrayals, but homosexual consumers are alienated by heterosexual imagery. Furthermore, the moderator analysis suggests that incongruence between imagery, consumer characteristics, cultural values, explicitness of imagery, endorser gender, and product type result in unfavorable responses to homosexual advertising imagery. These findings provide guidelines for future research and implications for advertisers who intend to address consumers of various sexual orientations.

First & Corresponding Author

Martin Eisend, European University Viadrina
Authors in the order to be printed.

Martin Eisend, European University Viadrina; Erik Hermann, European University Viadrina

Additional Authors

Erik Hermann, European University Viadrina
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