ABSTRACT This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery. Results indicated that viewing advertisements congruent with participants' sexuality increased the advertisements' appeal, particularly for LGB consumers. Advertising appeal significantly predicted purchase intentions and likelihood of recommending the advertised brands. Incongruent advertisements generally still were appealing for all participants. The indirect effect of advertising imagery on behavioral intentions through advertising appeal was stronger for LGB participants than heterosexual participants. Advertising appeal was related to behavioral intentions three weeks postexposure, suggesting potential lasting effects of advertisement exposure.

中文翻译：

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在广告中描述同性恋伴侣会影响行为意图吗？

摘要本研究调查了暴露于具有异性恋或LGB意象的广告后，异性恋和女同性恋，同性恋者和双性恋（LGB）消费者的行为意图。结果表明，观看与参与者的性行为相称的广告增加了广告的吸引力，尤其是对于LGB消费者。广告吸引力显着预测了购买意图和推荐广告品牌的可能性。不一致的广告通常仍然吸引所有参与者。通过LGB参与者，广告图像通过广告吸引力对行为意图的间接影响要比异性恋参与者强。广告吸引力与暴露后三周的行为意图有关，这表明广告暴露有潜在的持久影响。