The Effects of Homosexual Imagery in Advertisements on Brand Perception and Purchase Intention

Abstract

This study was aimed at examining the effects of homosexual imagery in print advertisements on consumers' perceptions of the brand and intentions to purchase the product. Brand perceptions and purchase intentions were measured before and after participants were exposed to various advertisements including gay, lesbian, and heterosexual imagery. Results indicated that homosexual imagery had a negative effect on brand perceptions and purchase intentions. This effect was mediated by the salience of the homosexual imagery. Further research recommendations are made.