Homosexual consumers show negative responses to heterosexual imagery; doesn't happen in the opposite direction

Consumer Responses to Homosexual Imagery in Advertising: A Meta-Analysis. Martin Eisend & Erik Hermann. Journal of Advertising, Jul 17 2019. https://doi.org/10.1080/00913367.2019.1628676 

Abstract: Rising support for the lesbian, gay, bisexual, and transgender (LGBT) community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay and lesbian market. Many companies have developed advertising with homosexual imagery to better target this group as well as the mainstream market. The findings on the persuasive effects of homosexual imagery are mixed and do not provide insights on whether and when homosexual imagery in advertising supports persuasion. To resolve the inconsistencies in findings of prior research, this article presents a meta-analysis on the effects of homosexual imagery. The integrated effect size suggests that the net persuasive effect between homosexual and heterosexual imagery does not differ. We find, however, that homosexual consumers show negative responses to heterosexual imagery. Furthermore, the moderator analysis suggests that incongruence between imagery, consumer characteristics, cultural values, explicitness of imagery, endorser gender, and product type results in unfavorable responses to homosexual advertising imagery. These findings provide guidelines for future research and implications for advertisers who intend to address consumers of various sexual orientations.