Effects of physical appearance of ad endorsers featured in gay-targeted ads, explained by endorser match-up and identification

Abstract

Few studies have investigated the effects of using attractive endorsers in advertising in the context of ads targeting LGBTQ audiences. To address this research gap, this study investigates the underlying mechanisms that help explain the relationship between endorser attractiveness and advertising outcomes (interest in the ad and message attitudes): endorser match-up and endorser identification. The empirical study consists of a single-factor (three groups divided by their level of attractiveness), between-subjects experimental design, two LGBTQ-relevant advertisements, and 369 gay male participants. Our findings show similar effects between average and highly stereotypically attractive models (i.e., ASAMs and HSAMs), and strong evidence that average or high physical attractiveness would act as an effective match-up factor of gay-themed ads, and this in turn would increase attitudinal advertising outcomes. Similarly, individuals who identify with average- or good-looking endorsers report higher levels of interest in products associated with the respective endorsers. Despite the similar scores between ASAMs and HSAMs, they convey different associations, information that can be used in different advertising settings. Our main goal is to gain a better understanding of the gay male segment and help advertisers and scholars in delivering persuasive public service announcements.