In the context of gender and consumer behavior, gay and lesbian consumers are likely to respond favorably to _____ in advertising.

Question

Quizplus · Accepted Answer

Gay and lesbian consumers are likely to respond favorably to sexual orientation symbols in advertising, such as the use of same-sex couples or the rainbow flag, as it signals inclusivity and acceptance towards the LGBTQ+ community. Multicultural marketing and female-dominant characteristics may also be effective, but it depends on the specific identities and values of the target audience. Male-dominant characteristics and ethnocentric marketing may not be well received by LGBTQ+ consumers.

In the Context of Gender and Consumer Behavior, Gay and Lesbian