Sex Sells...or Does It?

Clicksuasion Labs

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 include:

Gavin Northey, The University of Auckland, New Zealand

Rebecca Dolan, The University of Adelaide, Australia

Felix Septianto, The University of Auckland, New Zealand

Patrick van Esch, Central Queensland University, Australia

Michael Barbera, Clicksuasion Labs, United States

The full study can be viewed at clicksuasion.com/sexsells