(AMNE:(SOCIAL SCIENCES Business and economics)) lar1:(hhs) pers:(Rosengren Sara)
Sökning: (AMNE:(SOCIAL SCIENCES Business and economics)) lar1:(hhs) pers:(Rosengren Sara) > (2015-2019) > Think about it – ca...
- Dahlén, MicaelStockholm School of Economics,Handelshögskolan i Stockholm (författare)
Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?
- Artikel/kapitelEngelska2017
Förlag, utgivningsår, omfång ...
- Emerald,2017
Nummerbeteckningar
- LIBRIS-ID:oai:hhs.se:1155096490006056
- https://research.hhs.se/esploro/outputs/journalArticle/Think-about-it--can-portrayals/991001480647406056URI
- https://doi.org/10.1108/EJM-11-2015-0765DOI
Kompletterande språkuppgifter
- Språk:engelska
- Sammanfattning på:engelska
Ingår i deldatabas
- SwePubSwePub
Klassifikation
Anmärkningar
- Included in the thesis: Understanding Advertising Stereotypes / Nina Åkestam
- This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy. Design/methodology/approach: In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness. Findings: The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality. Research limitations/implications: This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising. Practical implications: The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike. Originality/value: The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.
Ämnesord och genrebeteckningar
Biuppslag (personer, institutioner, konferenser, titlar ...)
- Åkestam, NinaStockholm School of Economics,Handelshögskolan i Stockholm (författare)
- Rosengren, SaraStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)944@hhs.se (författare)
- Handelshögskolan i StockholmStockholm School of Economics (creator_code:org_t)
Sammanhörande titlar
- Ingår i:European Journal of Marketing: Emerald51:1, s. 82-980309-0566
Internetlänk
Hitta via bibliotek
- European Journal of Marketing (Sök värdpublikationen i LIBRIS)
Till lärosätets databas
Hitta mer i SwePub
- Av författaren/redakt...
- Dahlén, Micael
- Åkestam, Nina
- Rosengren, Sara
- Om ämnet
-
- SAMHÄLLSVETENSKAP
- SAMHÄLLSVETENSKA ...
- och Ekonomi och näri ...
- och Företagsekonomi
- Artiklar i publikationen
- European Journal ...
- Av lärosätet
- Handelshögskolan i Stockholm
Sök utanför SwePub
- Sök vidare i:
- Google Book Search
- Google Scholar
Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.
- Copyright © LIBRIS - Nationella bibliotekssystem
- LIBRIS.kb.se
