Transgender-Inclusive Advertising and Consumer Response: The Role of Sensation Seeking Tendency

• 발행기관: 한국상품학회
• 저자명: Kyounghee Chu Ji Yoon Kim
• 간행물 정보: 『상품학연구』제42권 제4호, 87~95쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.08.31

국문 초록

The main areas of study for transgender-inclusive advertising have been commercial effectiveness and content analysis. This study refocuses attention on how viewers react to transgender-positive advertising. Understanding how various customer segments view and react to these progressive ads is crucial in a time when diversity and inclusivity have become key components of marketing campaigns. This study examines the effects of transgender-inclusive advertising on behavioral intention and ad attitude, with an emphasis on the moderating role of the experience seeking tendency—a crucial personality feature that affects consumer acceptability. The propensity for someone to seek out new and intense experiences is referred to as sensation seeking. Sensation seekers may find themselves drawn in by the novel and captivating stories that transgender advertisements frequently tell. This personality characteristic is important to look at how these customers behave in response to the intensity and uniqueness of the advertising content. This study shows that those with a higher propensity for sensation seeking had more positive attitudes about advertisements and higher buy intentions than people with a lower propensity for sensation seeking. This is determined by examining the responses from an experiment survey. To improve ad perception and encourage positive behavioral intents in a diverse marketplace, marketers looking to create more inclusive and effective advertising tactics may find that the research provides insightful information. This method not only closes a significant vacuum in the body of knowledge, but it also offers marketers practical advice on how to develop inclusive and more successful advertising campaigns.

목차

I. Introduction

II. Theoretical Background

III. Research Methodology and Results

IV. Conclusion and Discussion

V. Implications

VI. Limitations and Future Research

Reference

키워드

transgender-inclusive advertising transgender advertising sensation seeking tendency ad attitude behavioral intention