The effect of color lightness on nonheteronormative‐themed advertising evaluation

Eunmi Jeon, Myungwoo Nam and Jinzhe Yan

Social Science Quarterly, 2023, vol. 104, issue 4, 816-828

Abstract: Objective : This research examined the effects of color lightness on evaluating advertisements featuring nonheteronormativity‐themed images. Methods : An increasing number of brands feature nonheteronormative couples in advertisement campaigns to target nonheteronormative consumers and position brands as socially progressive. Four studies were conducted to test the hypothesis that nonheteronormativity‐themed advertising that uses lighter images would receive more favorable evaluations than darker images. Results : The color lightness effect influenced attitudes toward the ad, product evaluations, and purchase intentions. Individuals with political conservatism exhibited a preference for lighter colored ads than darker colored ads. Furthermore, the effects of color lightness type on attitude toward ads were moderated by political conservatism, and this effect was mediated by disgust. Conclusion : The current study suggests that a carefully designed advertising campaign featuring nonheteronormativity(gay) couples, which considers design elements can be used to target consumers and signal progressive values supported by sponsoring brands.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1111/ssqu.13279

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:socsci:v:104:y:2023:i:4:p:816-828

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=0038-4941

Access Statistics for this article

Social Science Quarterly is currently edited by Robert L. Lineberry

More articles in Social Science Quarterly from Southwestern Social Science Association
Bibliographic data for series maintained by Wiley Content Delivery ().