Read, Potter article published in Journal of Advertising

The Media School Report • April 4, 2018

An article by doctoral student Glenna Read, Irene van Driel, PhD’17, and professor Robert Potter was accepted for publication in the Journal of Advertising.

Same-sex couples in advertisements: An investigation of the role of implicit attitudes on cognitive processing and evaluation” consisted of three studies. The studies investigated how implicit attitudes toward homosexuality influence heterosexual consumers’ responses to advertisements featuring same-sex couples.

The study found that these subconscious attitudes were associated with bodily responses indicative of attention and emotion and that participants reported linking and intending to purchase the product with the ad featuring a same-sex couple.

Overall, it showed that heterosexual consumers’ responses to ads featuring gay couples are not ubiquitously negative as previous studies have found.