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The effect of color lightness on nonheteronormative‐themed advertising evaluation

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  • Eunmi Jeon
  • Myungwoo Nam
  • Jinzhe Yan

Abstract

Objective : This research examined the effects of color lightness on evaluating advertisements featuring nonheteronormativity‐themed images. Methods : An increasing number of brands feature nonheteronormative couples in advertisement campaigns to target nonheteronormative consumers and position brands as socially progressive. Four studies were conducted to test the hypothesis that nonheteronormativity‐themed advertising that uses lighter images would receive more favorable evaluations than darker images. Results : The color lightness effect influenced attitudes toward the ad, product evaluations, and purchase intentions. Individuals with political conservatism exhibited a preference for lighter colored ads than darker colored ads. Furthermore, the effects of color lightness type on attitude toward ads were moderated by political conservatism, and this effect was mediated by disgust. Conclusion : The current study suggests that a carefully designed advertising campaign featuring nonheteronormativity(gay) couples, which considers design elements can be used to target consumers and signal progressive values supported by sponsoring brands.

Suggested Citation

  • Eunmi Jeon & Myungwoo Nam & Jinzhe Yan, 2023. "The effect of color lightness on nonheteronormative‐themed advertising evaluation," Social Science Quarterly, Southwestern Social Science Association, vol. 104(4), pages 816-828, July.
    • Handle: RePEc:bla:socsci:v:104:y:2023:i:4:p:816-828
    DOI: 10.1111/ssqu.13279
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