Branded: The effects of LGBTQ+ marketing on consumer and appetitive reactions to food

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dc.contributor.authorReady, Emily J.
dc.contributor.authorSmith, Patrick L.
dc.contributor.authorGoodmon, Leilani B.
dc.contributor.authorWelsh, Brianna C.
dc.contributor.authorPridgen, Miriam
dc.date.accessioned2022-09-30T17:00:13Z
dc.date.available2022-09-30T17:00:13Z
dc.date.issued2020-12
dc.description.abstractSocial 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)en_US
dc.identifier.citationReady, 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.en_US
dc.identifier.issn1527-7143
dc.identifier.urihttps://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=psyh&AN=2020-93232-008&site=eds-live&scope=site&custid=s5615486
dc.identifier.urihttp://hdl.handle.net/11416/810
dc.language.isoen_USen_US
dc.publisherNorth American Journal Of Psychologyen_US
dc.subjectBrand name productsen_US
dc.subjectConsumers—Attitudesen_US
dc.subjectMarketingen_US
dc.subjectLGBTQ+en_US
dc.subjectConsumer Behavioren_US
dc.titleBranded: The effects of LGBTQ+ marketing on consumer and appetitive reactions to fooden_US
dc.typeArticleen_US

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