英文摘要 |
Many marketers consider the homosexual consumer market a new ”Dream Market,” and spend a lot of marketing communications efforts to attract homosexuals. However, there is little systematic academic research on homosexual advertising. This study explores the effects of homosexual advertising and roles played by source gayness, source attractiveness, and argument strength under different product involvement conditions and consumers' sexuality orientation. The results of two experiments show that (1) homosexuals do not have a more positive attitude toward homosexual advertisements than heterosexuals. (2) Under low involvement condition, source gayness negatively influences heterosexual consumers' ad attitudes, brand attitudes, and purchase intention. Source attractiveness doesn't have any impact on advertising effects for heterosexuals. Homosexuals treat source attractiveness as the main peripheral cue, and source gayness as a factor of determining the extent of message processing. (3) Under high involvement condition, both argument strength and source gayness affect heterosexuals' atti... |