The New Normal: Exploring Heterosexual Consumers’ Responses to Lesbian and Gay-Themed Adverts in South African Mainstream Media

Abstract

Lesbian and gay-themed advertising hold great potential for marketers and brands, yet an understanding of how these advertisements influence heterosexual consumers is still a question of debate. This study examined the developmental factors and traditional culture of consumers, which are critical in understanding tolerance of homosexuality. It further examined the impact of tolerance of homosexuality on attitudes toward lesbian and gay-themed advertisements and brands. Primary data were collected through an electronic self-administered questionnaire, and 690 responses from heterosexual consumers were recorded. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that heterosexual consumers with a high tolerance toward homosexuality have more positive attitudes toward lesbian and gay-themed adverts and brands. In addition, advertisement themes (gay vs. lesbian) had no significant effect on consumer attitudes toward the advertisement as well as toward the brand. These findings provide guidelines for future research and implications for advertisers who intend to address consumers of various sexual orientations.