又愛又怕的夢幻市場─同性戀廣告效果之研究

同性戀消費者被視為新一代的夢幻市場，但同性戀廣告的研究卻非常缺乏。本研究旨在探討同性戀廣告中，來源同性戀程度、來源吸引力、論點強度，在不同產品涉入及不同消費者性傾向的情況下，所扮演的勸服角色及廣告效果為何。共進行了兩個實驗，結果發現：同性戀者不會僅因為同性戀廣告，而有較佳的廣告反應。當消費者處於低產品涉入時，來源同性戀程度對於異性戀者具有負向影響；同性戀者則以吸引力為處理的邊陲線索，同性戀程度可影響訊息推敲程度，強化吸引力的效果。當處於高產品涉入時，論點強度、同性戀程度會影響異性戀者的廣告反應；同性戀者處理的則是論點強度、吸引力，此時同性戀程度亦可強化高度吸引力、強論點的正向勸服效果。

Keywords

同性戀廣告；來源同性戀程度；推敲可能性模式

Parallel abstracts

Many marketers consider the homosexual consumer market a new ”Dream Market,” and spend a lot of marketing communications efforts to attract homosexuals. However, there is little systematic academic research on homosexual advertising. This study explores the effects of homosexual advertising and roles played by source gayness, source attractiveness, and argument strength under different product involvement conditions and consumers' sexuality orientation. The results of two experiments show that (1) homosexuals do not have a more positive attitude toward homosexual advertisements than heterosexuals. (2) Under low involvement condition, source gayness negatively influences heterosexual consumers' ad attitudes, brand attitudes, and purchase intention. Source attractiveness doesn't have any impact on advertising effects for heterosexuals. Homosexuals treat source attractiveness as the main peripheral cue, and source gayness as a factor of determining the extent of message processing. (3) Under high involvement condition, both argument strength and source gayness affect heterosexuals' attitude formation, but source attractiveness has no effects for heterosexuals. For homosexuals, source attractiveness is treated as central arguments and has a greater impact on attitudes than argument strength. Source gayness increases the extent of message processing and strengthens the positive effects of highly attractive models and strong arguments for homosexuals. The implication of these and other findings are discussed.