Signals and Cues: LGBT Inclusive Advertising and Consumer Attraction

George B. Cunningham · E. Nicole Melton

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Media, Gender, and Advertising Consumer Behavior in Brand Consumption and Identification Sports, Gender, and Society

Abstract

Drawing from signaling theory and creative capital theory, the purpose of this study was to examine the influence of advertising inclusive of lesbian, gay, bisexual, and transgender (LGBT) individuals on consumers’ intentions to join a fitness club. The authors also considered the moderating effects of consumer gender and social dominance orientation. Participants (N = 203) took part in an experiment where they reviewed fitness club advertisements and then responded to a questionnaire. Persons who viewed LGBTinclusive advertisements were more likely to believe the club was diverse and inclusive (based on racial diversity, sex diversity, and sexual orientation and gender identity diversity) than were those who viewed non-inclusive advertisements. Logistic regression showed that club diversity, gender, and social dominance orientation interacted to predict intentions to join the club: for women, low levels of SDO were associated with greater intentions to join a diverse fitness club, while high levels of SDO were not associated with join intentions. For men, neither low levels nor high levels of SDO were associated with intentions to join a diverse fitness club. Marketing implications are discussed.

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References

1973Job Market Signaling 2010Signaling Theory: A Review and Assessment 1993Handbook of industrial and organizational psychology 1994Social dominance orientation: A personality variable predicting social and political attitudes.2005Cities and the Creative Class 1999Social Dominance 2000Social dominance: an intergroup theory of social hierarchy and oppression 2000No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality

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