Branded: The effects of LGBTQ+ marketing on consumer and appetitive reactions to food
Date
2020-12
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North American Journal Of Psychology
Abstract
Social awareness of brands is an influential factor in marketing, as personal values can relate to emotionally-driven perceptions of the brand image. Previous research examined effects of companies who use views on the Lesbian, Gay, Bisexual, Transgender, Queer, plus (LGBTQ+) community in their advertisements, and subsequent impact of consumer responses. In the case of brands that promote food products, behaviors beyond consumer preferences are also influenced by brand advertisements. The purpose of the current study is to investigate relationships between LGBTQ+ attitudes in consumers and their relative ratings (consumer and appetitive) for a food product when it is associated with a pointed opinion about the LGBTQ+ community. Participants (n = 75) were prescreened for attitudes towards the LGBTQ+ community (positively or negatively) and were subsequently given an ice cream sample from a fictional company. During this time, participants were exposed to a vignette that depicted pro-LGBTQ+, anti-LGBTQ+, or no reference to LGBTQ+ company values. Results showed that those identified as having pro- or anti- LGBTQ+ attitudes displayed significantly higher consumer ratings towards a brand that aligned with their beliefs. Marketed social issues can impact perceptions of brands, which in turn affects consumer decisions, but not necessarily how sensory features are perceived. (PsycInfo Database Record (c) 2021 APA, all rights reserved)
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Keywords
Brand name products, Consumers—Attitudes, Marketing, LGBTQ+, Consumer Behavior
Citation
Ready, E. J., Smith, P. L., Goodmon, L. B., Welsh, B. C., & Pridgen, M. (2020). Branded: The effects of LGBTQ+ marketing on consumer and appetitive reactions to food. North American Journal of Psychology, 22(4), 633–648.