The Effects of Homosexual vs. Heterosexual Theme Advertisement and Regulatory Focus on the Effectiveness of Advertisement

• Main Authors: Maneerat Kongintr, 孫文君
• Other Authors: Wann-Yih Wu
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/21335750025493544699

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 97 === Recently, homosexual market, especially gay market, becomes noteworthy due to its both affluence and influence. In 2006, the purchasing power of gay and lesbian market was estimated to be around $641 billion in the United States. Consequently, there are numerous marketers and advertisers putting their effort in order to penetrate this target group; for instance, creating the homosexual-theme advertisement for a variety of types of advertised products. This study’s purposes are to investigate the difference effects of theme of advertisement (homosexual vs. heterosexual) and regulatory focus (promotion vs. prevention) on consumers’ responses toward the advertisement in terms of beliefs, feelings, attitude toward the advertisement, attitude toward the brand, and behavioral intention. Furthermore, this study also tried to figure out the relationship among those research constructs. This study selects Thailand as a testing location due to its reputation as a city for homosexuality. The 2 (themes of advertisement: homosexual vs. heterosexual) × 2 (regulatory focus: promotion vs. prevention) between-subject factorial design are conducted using Thai university students who are male heterosexual as the subjects. The product used in the study is imaginary perfume with the fictitious brand name. The results shows that the male heterosexual consumers response differently to the different types of advertisement theme. The respondents tend to have a positive response toward the heterosexual-theme advertisement; but a negative response toward the homosexual-theme advertisement. Regarding regulatory focus, both promotion and prevention focus do not show the significant effect on the consumers’ response; however, promotion focus seems to have more effect on feelings while prevention focus seems to have more effect on beliefs. In terms of product involvement, the level of involvement seems to have a significant effect on both beliefs and feeling as expected. Additionally, both beliefs and feelings are found to have impact on attitude toward the advertisement as well as attitude toward the brand. Besides, attitude toward the advertisement is found to have relationship with attitude toward the brand and behavioral intention. Finally, attitude toward the brand is also found to have significant influence on behavioral intention.