Purpose

This study aims to provide a conceptual framework to investigate the effects of consumer attitudes toward brands and attitudes toward a series of fashion oriented print advertisements with and without homosexual themes, on consumer willingness to buy from brands. The influence of consumer skepticism and inferences of manipulative intent (IMI) as moderators between these variables is also investigated. This study also closes various research gaps identified within the literature.

Design/methodology/approach

A self-administered survey instrument was designed using established scales to collect data through an online questionnaire. Fashion advertisements namely one advertisement representing homosexual content and one heterosexual advertisement were used in the study within subjects (e.g. male and female) design. Statistical techniques, specifically factor analysis, regressions and multiple regressions are used to analyze the data.

Findings

The findings indicate significant and positive relationships between attitude toward the brand and advertisement as well as willingness to buy for both males and females. The moderation analyses noted that consumer skepticism enhanced the relationship between attitude toward the brand and attitude toward the advertisement, but weakened the relationship between attitude toward the advertisement and willingness to buy, only for the female cohort. Similarly, a weakening effect of IMI was noted on the relationship between attitude toward the advertisement and willingness to buy.

Research limitations/implications

The current study contributes to the literature on homosexual imagery in advertising. In applying the persuasion knowledge model, the current study demonstrates the applicability of the model to homosexual themes in fashion advertising while accounting for the effects of consumer skepticism and IMI.

Practical implications

The current research highlights the importance of accounting for gender differences when introducing homosexual themes in fashion advertisements. Heterosexual males and females differ in their attitudes toward homosexual themes in fashion advertising, as well as how skeptical they are with regards to the motives of the advertiser. While a great deal of acceptance is already present in today's society, these differences still need to be accounted for in future fashion advertising campaigns.

Originality/value

The present study represents an examination of consumer responses to a series of fashion advertisements in Australia and provides useful implications to marketers of fashion products. The study further contributes to the literature on consumer skepticism and IMI with regards to cause-related advertising.

中文翻译：

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对酷儿广告的直视：态度，怀疑，操纵意图的推论和购买意愿

目的

这项研究旨在提供一个概念框架，以调查消费者对品牌的态度以及对一系列带有或不具有同性恋主题的面向时尚的印刷广告的态度对消费者从品牌购买意愿的影响。还研究了消费者怀疑论的影响和操纵意图（IMI）作为这些变量之间的调节剂的推断。这项研究还填补了文献中发现的各种研究空白。

设计/方法/方法

设计了一种自我管理的调查工具，使用既定的量表通过在线调查表收集数据。在研究对象（例如男性和女性）设计中，使用了时尚广告，即代表同性恋内容的一则广告和代表异性恋的一则广告。统计技术，特别是因子分析，回归和多元回归被用来分析数据。

发现

调查结果表明，对品牌的态度与广告以及男性和女性的购买意愿之间存在显着且积极的关系。适度分析指出，消费者怀疑主义增强了对品牌的态度与对广告的态度之间的关系，但减弱了对广告的态度与购买意愿之间的关系，仅针对女性人群。同样，人们注意到IMI对广告态度与购买意愿之间关系的减弱。

研究局限/意义

目前的研究对广告中的同性恋形象做出了贡献。在运用说服知识模型时，当前的研究证明了该模型适用于时尚广告中的同性恋主题，同时考虑了消费者怀疑论和IMI的影响。

实际影响

当前的研究强调了在时尚广告中引入同性恋主题时，考虑性别差异的重要性。男女异性恋者在时尚广告中对同性恋主题的态度不同，以及他们对广告主的动机持怀疑态度。尽管当今社会已经接受了很多方法，但是在将来的时装广告活动中仍然需要解决这些差异。

创意/价值

本研究代表了对澳大利亚消费者对一系列时尚广告的反应的考察，并为时尚产品营销人员提供了有益的启示。这项研究还为与消费者相关的广告方面的消费者怀疑和IMI文献提供了帮助。