ABSTRACT Each year numerous brands, including those with a global consumer base, develop “Pride collections” or, limited-edition, often rainbow-patterned products created for lesbian, gay, bisexual, transgender, queer (LGBTQ) Pride month. These products have received criticism for co-opting LGBTQ symbols for commercial purposes. Using samples of heterosexual and LGBTQ participants, this study examines the impact of model gender expression (masculine, feminine) and non-profit contribution amount (1%, 100% of sales) on for-profit consumer responses (attitude toward the ad, brand, and purchase inten tion) to Pride collection advertisements. In contrast to previous literature about monetary contributions on behalf of companies, a lower contribution amount (1%) was consistently found to produce more positive consumer responses than an advertisement that touted a complete (100%) contribution to a related non-profit organization. Additionally, heterosexual participants exhibited more positive attitudes toward the brand and advertisement than did LGBTQ participants. Findings from this study also show that social responsibility campaigns, such as Pride collection advertisements, can have positive societal outcomes. In recent years, support has grown for the LGBTQ community in many countries. It is advantageous for global brands to consider if and how they might take a stand on this important social issue.

中文翻译：

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骄傲收藏广告中的交流支持：性别表达和贡献量的影响

摘要每年，包括具有全球消费者基础的品牌在内的众多品牌都开发“ Pride系列”或限量版，通常是彩虹图案的产品，用于为女同性恋，男同性恋，双性恋，变性者，同性恋者（LGBTQ）骄傲月（LGBTQ）创建。这些产品因将LGBTQ符号用于商业目的而受到批评。该研究使用异性恋和LGBTQ参与者的样本，研究了性别模型（男性，女性）和非营利贡献量（1％，占销售的100％）对营利性消费者反应（对广告，品牌的态度）的影响，以及购买意向）。与先前有关代表公司进行货币捐款的文献相反，始终发现，与广告吹捧对相关非营利组织的全部捐款（100％）相比，更低的捐款金额（1％）能够产生更积极的消费者反应。此外，与LGBTQ参与者相比，异性参与者对品牌和广告表现出更积极的态度。这项研究的结果还表明，社会责任运动，例如自豪感收集广告，可以产生积极的社会成果。近年来，许多国家对LGBTQ社区的支持越来越多。对于全球品牌而言，考虑是否以及如何在这个重要的社会问题上持立场是有利的。与LGBTQ参与者相比，异性恋参与者对品牌和广告表现出更积极的态度。这项研究的结果还表明，社会责任运动，例如自豪感收集广告，可以产生积极的社会成果。近年来，许多国家对LGBTQ社区的支持越来越多。对于全球品牌而言，考虑是否以及如何在这个重要的社会问题上持立场是有利的。与LGBTQ参与者相比，异性恋参与者对品牌和广告表现出更积极的态度。这项研究的结果还表明，社会责任运动，例如自豪感收集广告，可以产生积极的社会成果。近年来，许多国家对LGBTQ社区的支持越来越多。对于全球品牌而言，考虑是否以及如何在这个重要的社会问题上持立场是有利的。