We show that straight North American consumers on average still express less favourable attitudes towards advertising featuring same-sex couples as compared to male-female couples. Protestant work ethic is the belief that hard work will lead to success, and that leisure time and hedonism are morally wrong.
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Key Points. Share on Twitter Tweet. Results showed that when same-sex couples were described as having a strong Protestant work ethic, consumers had more positive attitudes about the advertisement. Share on Facebook Share. In the third study, we investigated whether describing the couples in the advertisement as having a strong Protestant work ethic would be effective.
We conducted three experimental studies with straight American and Canadian participants. See Ram's hp pickup that's taking on the Ford Raptor.
Participants who saw the advertisement with the same-sex couple reported less favourable attitudes towards the advertisement and the brand. In brief, most North American consumers generally still prefer advertising with male-female couples compared to advertising with same-sex couples.
That commercial showcased testimonials from several heterosexual newlyweds and one gay couple talking about their positive experiences using Zola. However, while Hallmark cut the ads with same-sex weddings, the network continued to air two other Zola ads that didn't include lesbian couples.
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Events Society going viral! The series of six ads, for the wedding planning website Zola, first appeared on the Hallmark Channel on Dec.