MANAGEMENT SLANT
- Depictions of gender in advertisements influence viewer emotions.
- Male homosexuality creates more powerful, negative emotions than female homosexuality.
- Such responses are more prevalent in viewers who subscribe to a conservative political ideology.
- Managers could look to geopolitical segmentation and targeting as a valuable technique to avoid alienating specific segments, whereby managers can utilize election data as a proxy for consumers’ political ideologies.
INTRODUCTION
Mainstream media focus on aggregating large, heterogeneous audiences, so they typically are designed to appeal to as many people as possible, alienate as few...