Consumer Response To Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers' Perceptions

Volume: 56, Issue: 4, Pages: 426 - 440
Published: Dec 1, 2016
Abstract
null Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements. The current authors conducted three studies to explore how sexual orientation, product type, and model–product fit influence consumer reactions to advertisements with...
Paper Details
Title
Consumer Response To Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers' Perceptions
Published Date
Dec 1, 2016
Volume
56
Issue
4
Pages
426 - 440
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