Petty and Cacioppo’s (1986) Elaboration Likelihood Model (ELM) emphasizes in which they think deeply about the message, and the peripheral route, in which they mainly consider superficial features of the message, such as visual elements.
In LGBTQ+ representation in advertising, a brand can take the peripheral route through symbolic visibility such as rainbow colors. A deeper and lasting impression is mainly made via the central route: authentic and consistent communication. By focusing on an authentic message that is in line with brand values, a brand activates the central route and increases the chance of lasting brand loyalty.
The Dangers of Retreat: Staying True to Your Message
In a world of opinions and divisions, brands list of angola consumer email can sometimes feel pressur to adjust or retract their positions . But research shows that backing down after negative reactions can actually be detrimental to brand loyalty. Consumers who initially support the brand feel betray, while detractors are unlikely to change their minds. It is therefore important for brands to stick to their message, even when reactions are disappointing (Mukherjee & Althuizen, 2020).
Avoiding negative reactions is sometimes impossible
No matter how well-design your children’s day – remember 5 campaigns that are true classics! campaign is, negative reactions are sometimes unavoidable. According to reactance theory, people often react negatively when they feel that their freom or choices are being restrict. For some consumers, LGBTQ+ representation in advertising can feel like it is being forc upon them, leading to resistance (Steindl et al., 2015).
In addition, there is the social identity anhui mobile phone number list threat, where people feel threaten in their social identity. For some consumers, queer representations in advertising may clash with their traditional beliefs. This can potentially lead to negative reactions, especially when the representations conflict with their establish norms and values. This makes it nearly impossible to please everyone, and it is important for brands to accept this (Social Identity Theory | Definition, History, Examples, & Facts, 2017) .