Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/657 |
Resumo: | Although there is societal pressure to accept diversity, negative attitudes towards minority groups such as gay men and lesbian women, especially in Brazil, remain widespread. The objective of this study was to examine whether gender, religiosity, and homonegative attitudes are associated with evaluations of homoaffective advertisements, brand, and purchase intentions. A survey with 456 university students from southern Brazil was carried out. The results demonstrate that women have more positive attitudes towards homoaffective advertisements, brands, and purchase intention. Religiosity also interferes with the attitude towards the ads and the attitude towards the brand. When analyzing religiosity and homonegativity by gender in attitudes towards the advertisement, brand, and purchase intention, it is observed that, for men, religion does not interfere in the attitude towards the brand and in the purchase intention. Limitations of the current study, and directions for future research are outlined. |
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Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisementsAlém do arco-íris: Atitudes dos consumidores brasileiros em relação a anúncios homoafetivosConsumer BehaviorHomoaffective AdvertisingConsumer AttitudesReligiosityHomonegativityComportamento do ConsumidorAnúncio HomoafetivoAtitudes do ConsumidorReligiosidadeHomonegatividadeAlthough there is societal pressure to accept diversity, negative attitudes towards minority groups such as gay men and lesbian women, especially in Brazil, remain widespread. The objective of this study was to examine whether gender, religiosity, and homonegative attitudes are associated with evaluations of homoaffective advertisements, brand, and purchase intentions. A survey with 456 university students from southern Brazil was carried out. The results demonstrate that women have more positive attitudes towards homoaffective advertisements, brands, and purchase intention. Religiosity also interferes with the attitude towards the ads and the attitude towards the brand. When analyzing religiosity and homonegativity by gender in attitudes towards the advertisement, brand, and purchase intention, it is observed that, for men, religion does not interfere in the attitude towards the brand and in the purchase intention. Limitations of the current study, and directions for future research are outlined. Embora exista uma pressão social para aceitar a diversidade, atitudes negativas em relação aos grupos minoritários tais como gays e lésbicas, especialmente no Brasil, continuam acontecendo. O objetivo deste estudo foi verificar se o gênero, religiosidade e atitudes homonegativas estão associadas com avaliações de anúncios homoafetivos, marca e intenção de compra. Uma pesquisa com 456 estudantes universitários do Sul do Brasil foi conduzida. Osresultados demonstraram que mulheres possuem mais atitudes positivas em relação ao anúncio homoafetivo, marca e intenção de compra. Religiosidadetambém interfere nas atitudes em relação ao anúncio e atitude em relação à marca. Quando analisamos religiosidade e homonegatividade por gêneronas atitudes em relação ao anúncio, marca e intenção de compra é observado que para o homem a religião não interfere na atitude em relação à marcae na intenção de compra. Limitações do estudo e indicação de pesquisas futuras são destacadas.FUCAPE Business Shool2021-07-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/65710.15728/bbr.2021.18.4.5Brazilian Business Review; Vol. 18 No. 4 (2021): July to August 2021; 433-449Brazilian Business Review; v. 18 n. 4 (2021): Julho a Agosto de 2021; 433-4491808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/657/992http://www.bbronline.com.br/index.php/bbr/article/view/657/993Copyright (c) 2019 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessHoffmann, Estela MariaBarbosa de Souza, Maria JoséMorrison, MelanieMorrison, Todd2021-08-07T01:32:42Zoai:ojs.pkp.sfu.ca:article/657Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2021-08-07T01:32:42BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements Além do arco-íris: Atitudes dos consumidores brasileiros em relação a anúncios homoafetivos |
title |
Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
spellingShingle |
Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements Hoffmann, Estela Maria Consumer Behavior Homoaffective Advertising Consumer Attitudes Religiosity Homonegativity Comportamento do Consumidor Anúncio Homoafetivo Atitudes do Consumidor Religiosidade Homonegatividade |
title_short |
Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
title_full |
Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
title_fullStr |
Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
title_full_unstemmed |
Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
title_sort |
Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
author |
Hoffmann, Estela Maria |
author_facet |
Hoffmann, Estela Maria Barbosa de Souza, Maria José Morrison, Melanie Morrison, Todd |
author_role |
author |
author2 |
Barbosa de Souza, Maria José Morrison, Melanie Morrison, Todd |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Hoffmann, Estela Maria Barbosa de Souza, Maria José Morrison, Melanie Morrison, Todd |
dc.subject.por.fl_str_mv |
Consumer Behavior Homoaffective Advertising Consumer Attitudes Religiosity Homonegativity Comportamento do Consumidor Anúncio Homoafetivo Atitudes do Consumidor Religiosidade Homonegatividade |
topic |
Consumer Behavior Homoaffective Advertising Consumer Attitudes Religiosity Homonegativity Comportamento do Consumidor Anúncio Homoafetivo Atitudes do Consumidor Religiosidade Homonegatividade |
description |
Although there is societal pressure to accept diversity, negative attitudes towards minority groups such as gay men and lesbian women, especially in Brazil, remain widespread. The objective of this study was to examine whether gender, religiosity, and homonegative attitudes are associated with evaluations of homoaffective advertisements, brand, and purchase intentions. A survey with 456 university students from southern Brazil was carried out. The results demonstrate that women have more positive attitudes towards homoaffective advertisements, brands, and purchase intention. Religiosity also interferes with the attitude towards the ads and the attitude towards the brand. When analyzing religiosity and homonegativity by gender in attitudes towards the advertisement, brand, and purchase intention, it is observed that, for men, religion does not interfere in the attitude towards the brand and in the purchase intention. Limitations of the current study, and directions for future research are outlined. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-07-05 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/657 10.15728/bbr.2021.18.4.5 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/657 |
identifier_str_mv |
10.15728/bbr.2021.18.4.5 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/657/992 http://www.bbronline.com.br/index.php/bbr/article/view/657/993 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 18 No. 4 (2021): July to August 2021; 433-449 Brazilian Business Review; v. 18 n. 4 (2021): Julho a Agosto de 2021; 433-449 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239691710464 |