Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?

Abstract

Purpose This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy. Design/methodology/approach In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness. Findings The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality. Research limitations/implications This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising. Practical implications The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike. Originality/value The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.

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“…More explicit portrayals of sexual orientation (e.g., two protagonists embracing vs. two protagonists kissing) correspond to more negative reactions from heterosexual consumers, particularly among heterosexual men (Oakenfull et al, 2008;Dotson et al, 2009;Um, 2016). Although recent research has pointed to slightly more positive tendencies (e.g., Pounders and Mabry-Flynn, 2016;Åkestam et al, 2017;Bond and Farrell, 2020a,b), the literature suggests that heterosexual male consumers have a particular aversion to advertising with gay men as protagonists.…”

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“…However, the recognition that advertising has extended effects on consumers provide opportunity to not only make "advertising that is not bad for society", but to make truly good advertising that benefits society at the same time as it serves the advertiser's interest. Recent experiments have found that carefully crafted portrayals and messages in ads can increase consumers' interest in the advertised products and at the same time increase their own creative efficacy (Rosengren, Dahlen, and Modig 2013) and proneness to (unrelated) prosocial behavior (Defever, Pandelaere, and Roe 2011), as well as counteract stereotypes (Åkestam, Rosengren, and Dahlen 2017a), and even increase social connectedness and empathy (Liljedal, Berg, and Dahlen 2020;Åkestam, Rosengren, and Dahlen 2017b).…”