We are Family: Heterosexual, Gay and Lesbian Parents in Advertising

Authors

David L. Painter, Rollins CollegeFollow
Connor Teague, Rollins College
John Shideler, Rollins College
Raghabendra KC, Rollins CollegeFollow

Document Type

Article

Publication Date

8-11-2025

Abstract

This multi-study project tested the influence of family type (heterosexual, gay and lesbian), priming (sexual orientation or control), intimacy (explicit or implicit) and viewers’ inclusivity perceptions and attitudes on their responses to ads depicting same and different sex couples with their children. The purpose of this study is to better understand responses to nontraditional families and provide guidance to brands pursuing inclusivity while trying to avoid backlash.

Comments

Originally published in Journal of Product and Brand Management

Published In

Painter, David L., Teague, Connor, Shideler, John, and Raghabendra KC. “We Are Family: Heterosexual, Gay, and Lesbian Parents in Advertising.” Journal of Product & Brand Management (2025). https://doi.org/10.1108/JPBM-07-2024-5294.

Publication Title

Journal of Product and Brand Management

DOI

https://doi.org/10.1108/JPBM-07-2024-5294