Clicksuasion

This research examines how a consumer’s political ideology affects their attitudes toward an advertised product. The findings demonstrate when politically conservative consumers view advertisements that include LGBT imagery and male models (versus female models). H1: For politically conservative consumers, the presence of (supposedly) gay male (vs. female) models in an advertisement will have a negative influence on attitudes towards the advertised product. H2a: For politically conservative (vs. liberal) consumers, the presence of gay male (vs. female) models will cause higher levels of disgust. H2b: For politically conservative (vs. liberal) consumers, the presence of gay male (vs. female) models will have a negative influence on attitudes toward the ad. H2c: For politically conservative (vs. liberal) consumers, the negative influence of gay male (vs. female) models on attitude towards the product will be mediated by disgust and attitude toward the ad in a serial mediation. The researchers for this study inc