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There is a gap in understanding with regards to the discrimination and prejudice experienced by gay entrepreneurs. To address this, an intersectional perspective is adopted to facilitate a better understanding of how lesbian and gay entrepreneurs may experience heterosexism.

This qualitative study uses semi-structured interviews to explore the experiences of 14 lesbian and gay entrepreneurs as they navigate homophobia and heterosexism.

The study contributes novel insights to the field of entrepreneurship, extending the study of lesbian and gay entrepreneurs to include gender and a fine-grained analysis of the experience of heterosexism. Its inclusion of an intersectional perspective of the lesbian-female entrepreneur expands the emerging body of literature examining intersectional identities of minority entrepreneurs.

The authors provide a more nuanced understanding of the impact of heterosexism on LGBT+ entrepreneurial activities. This is facilitated by the authors' adoption of an intersectional perspective which shows how the different axes of identity influenced gender identity performance in relation to the model of perceived neutrality in LGBT+ entrepreneurship. The authors also make an original contribution to minority stress literature through the authors' exploration of one facet of minority entrepreneurship, namely the impact of heterosexism on LGBT+ entrepreneurial activities.

The purpose of this paper is to analyze message features of fear appeals in current British road safety campaigns directed against mobile phone use while driving and to discuss barriers to explicit theory use in campaign message design.

This message-centred research takes a qualitative content analytical approach to analyze nine British web-based road safety campaigns directed against mobile phone use while driving based on the extended parallel process model. Message content and message structure are analyzed.

There still exists a gap between theory and road safety campaign practice. The study reveals that campaigns with fear appeals primarily use threatening messages but neglect efficacy-based contents. Severity messages emerge as the dominant content type while self-efficacy and response efficacy are hardly represented. Fear appeal content in the threat component was mainly communicated through the mention of legal, financial and physical harm, whereas efficacy messages communicated success stories and encouragement. As regards message structure, the threat component always preceded the efficacy component. Within each component, different patterns emerged.

To enhance efficacy in campaigns directed against distracted driving and to reduce the gap between theory and practice, social marketers should include messages that empower recipients to abstain from mobile phone use while driving. Campaigns should show recommended behaviours and highlight their usefulness and effectiveness.

This paper adds to limited research conducted on effect-independent message properties of fear appeals. It enhances understanding of fear appeal message features across the structure and content dimension. By discussing barriers to explicit theory use in social marketing practice and offering practical implications for social marketers, it contributes towards reducing the barriers to explicit theory use in campaign message design.