Sexual Orientation as a Peripheral Cue in Advertising: Effects of Models’ Sexual Orientation, Argument Strength, and Involvement on Responses to Magazine Ads

This study examines how sexual orientation of couples featured in magazine advertisements affects heterosexual viewers' responses using the elaboration likelihood model as a framework. A 3 × 2 × 2 × 3 experiment tested effects of sexual orientation, argument strength, involvement, and attitudes toward homosexuality on heterosexuals' attitudes toward the couple, advertisement, brand, and product, purchase intentions, and recall. Results indicate...