Document Type
Conference Proceeding
Conference Track
Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing
Publication Date
2016
Abstract
This research examines how heterosexual consumers react to explicit LGBT images in advertising, specifically pertaining to their personal relationships with LGBT individuals. The methodology used for this study was an online survey containing likert-scale, multiple choice, free response, and demographic questions. The survey was distributed online with the help of several organizations. The findings from this research show that heterosexual consumers generally have positive attitudes toward advertising that used LGBT imagery. Further, having a personal relationship with someone who identifies as LGBT seems to have an effect on overall attitudes toward LGBT imagery in advertising.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Sawyer, Mackenzie; Hendershot, Tasha; Nettles, Shala; and Chapa, Sindy, "Determining the Influence of Electronic Messages on Consumer Behavior Based on Perceived Source Trust and Credibility" (2016). Association of Marketing Theory and Practice Proceedings 2016. 40.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/40
About the Authors
Mackenzie Sawyer
Mackenzie Sawyer is a Graduate student at Florida State University, working toward her Master’s Degree in Integrated Marketing Communication. Her research interests are in Consumer Behavior, Cause-related Marketing, and Multicultural Marketing.
Tasha Hendershot
Tasha Hendershot is a Graduate student at Florida State University, working toward her Master’s Degree in Integrated Marketing Communication.
Shala Nettles
Shala Nettles is a Graduate student at Florida State University, working toward her Master’s Degree in Integrated Marketing Communication.
Cindy Chapa
Cindy Chapa has over ten years of teaching experience in the US, Mexico, and Chile. She earned her PhD in International Business from the University of Texas-Pan American. She has an MBA from the University of St. Thomas in Texas, and a BA in Mass Media Communications. She currently is a professor at FSU where she is the head of the Center for Hispanic Marketing Communication.