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

Nina Åkestam (Center for Consumer Marketing, Stockholm School of Economics, Stockholm, Sweden)
Sara Rosengren (Center for Retailing, Stockholm School of Economics, Stockholm, Sweden)
Micael Dahlen (Center for Consumer Marketing, Stockholm School of Economics, Stockholm, Sweden)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 13 February 2017

3519

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.

Keywords

Citation

Åkestam, N., Rosengren, S. and Dahlen, M. (2017), "Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?", European Journal of Marketing, Vol. 51 No. 1, pp. 82-98. https://doi.org/10.1108/EJM-11-2015-0765

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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