Sincere, Not Sinful: Political Ideology and the Unique Role of Brand Sincerity in Shaping Heterosexual and LGBTQ Consumers’ Views of LGBTQ Ads

Steven Shepherd, Tanya L. Chartrand and Gavan J. Fitzsimons

Journal of the Association for Consumer Research, 2021, vol. 6, issue 2, 250 - 262

Abstract: Brand sincerity (wholesome, family-oriented) is a core dimension of brand personality; however, to what extent is LGBTQ (lesbian, gay, bisexual, transgender, queer or questioning) representation congruent with brand sincerity? We argue that whether or not LGBTQ representation is considered “wholesome” or “family-friendly,” and how consumers respond to such representation, is dependent on political ideology. Results show that an ad featuring a same-sex (vs. opposite-sex) couple is rated lower in brand sincerity by conservatives, which then uniquely predicts ad attitudes. Conservatives also saw a same-sex couple as more incongruent with a sincere brand, and this incongruence predicted ad attitudes. However, these effects were not found when the brand was exciting. Conversely, LGBTQ consumers’ preferred same-sex couple representation in the context of a sincere (vs. exciting) brand. Finally, an archival analysis of ads found that sincere (vs. exciting) brands represent LGBTQ consumers more favorably. Implications are discussed.

Date: 2021
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