The effects of homosexual imagery in advertisements on brand perception and purchase intention

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Mary Ann Hooten
Kristina Noeva
Frank Hammonds
Cite this article:  Hooten, M., Noeva, K., & Hammonds, F. (2009). The effects of homosexual imagery in advertisements on brand perception and purchase intention. Social Behavior and Personality: An international journal, 37(9), 1231-1238.


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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.

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