Abstract
This research reports the findings of two experimental studies that examine the role of religiosity in relation to consumers’ responses to LGBT-themed advertising. The results show that intrinsic religiosity leads to negative brand attitudes for brands that use LGBT images/themes in advertisements. Disgust mediates these effects. In other words, intrinsic religiosity leads to feelings
of disgust for gay-themed advertising, which subsequently leads to negative brand attitudes for brands utilising such advertising. This negative impact of intrinsic religiosity on consumers’ responses to LGBT-themed advertising can be mitigated by using gay and lesbian individuals in inspiring roles in advertisements. Hence, the findings provide insights for brand and advertising
managers on how to develop LGBT-themed advertisements that are in line with societal trends of greater acceptance of sexual orientation diversity but also do not generate negative impacts among intrinsically religious consumers.
of disgust for gay-themed advertising, which subsequently leads to negative brand attitudes for brands utilising such advertising. This negative impact of intrinsic religiosity on consumers’ responses to LGBT-themed advertising can be mitigated by using gay and lesbian individuals in inspiring roles in advertisements. Hence, the findings provide insights for brand and advertising
managers on how to develop LGBT-themed advertisements that are in line with societal trends of greater acceptance of sexual orientation diversity but also do not generate negative impacts among intrinsically religious consumers.
| Original language | English |
|---|---|
| Pages | 66-69 |
| Publication status | Published - 29 Nov 2021 |
| Event | Australia and New Zealand Marketing Academy Conference: Something Different - The University of Melbourne, Melbourne, Australia Duration: 29 Nov 2021 → 1 Dec 2021 https://www.anzmac2021.com/conference |
Conference
| Conference | Australia and New Zealand Marketing Academy Conference |
|---|---|
| Abbreviated title | ANZMAC |
| Country/Territory | Australia |
| City | Melbourne |
| Period | 29/11/21 → 1/12/21 |
| Other | Contemporary markets are an ocean of mediocre marketing agendas. Yet, for businesses that dare, difference delivers. And for consumers who care to carve out new identities: diversity matters. That’s why ANZMAC 2021 embraces difference and diversity in marketing knowledge, strategy, and practice. |
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