Out of the Closet: When Moral Identity and Protestant Work Ethic Improve Attitudes toward Advertising Featuring Same-Sex Couples |
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Authors: | Mohammed El Hazzouri Kelley J Main Lisa Sinclair |
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Institution: | 1. Mount Royal University, Calgary, Alberta, Canada melhazzouri@mtroyal.ca;3. University of Manitoba, Winnipeg, Manitoba, Canada;4. University of Winnipeg, Winnipeg, Manitoba, Canada |
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Abstract: | This research examines how heterosexual consumers react to advertising featuring same-sex couples. Across three studies, we find that heterosexual consumers report higher levels of disgust in response to advertising featuring same-sex couples in comparison to mixed-sex couples, which results in more negative attitudes toward the advertisement and the advertised brand. We also find that moral-identity priming reduces disgust elicited by advertising featuring same-sex couples and improves attitudes toward the advertisement and the brand. However, we find that moral-identity priming is ineffective for consumers with high social dominance orientation. For these consumers, portraying same-sex couples as possessing Protestant work ethic traits decreases disgust and improves attitudes toward the advertisement and the brand. |
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