METHOD Group B Maggie Amin, Susan Carro, Christina Grieves, Christian Goodall, Brandon Lawson

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METHODGroup BMaggie Amin, Susan Carro,
Christina Grieves, Christian Goodall, Brandon
Lawson

• Participants Our respondents were Penn State
  students aged 18 and over. There will be at least
  190 students, the breakdown of gender isnt known
  yet.
• Procedure An on-line experiment was conducted to
  examine how participants react to homosexual
  imagery contained in advertising. This study
  employed a 2 (explicitness low, high) x 3
  (sexual orientation heterosexual, gay, lesbian)
  experimental design. Participants were randomly
  assigned to view one of six different pictures,
  heterosexual, mild and explicit, gay, mild and
  explicit, and lesbian, mild and explicit.
  Explicit and mild, pairs of lesbians, gay males,
  and heterosexual couples. Each photo was
  converted to black and white tones and had the
  Abercrombie Fitch logo. The viewers were asked
  to answer a series of questions rating how they
  felt different emotions when they viewed the ad.
  They also were asked to fill in their opinion of
  the ads and to rate the attractiveness and
  quality of the ads themselves.
• Reliability Indicator Will know when data is
  collected!
• DV participants reaction to the advertisement

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Methods cont.
IV -presence of homosexual imagery in
advertisement -explicitness of the
advertisement All advertisements were made to be
Abercrombie Fitch to eliminate that confounding
variable.
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Methods cont.

• Examples of questions used
• Indicate how they felt about the ad/product
• I would purchase this product and I find this
  ad to be displeasing rating 1Strongly Disagree
  to 5Strongly Agree.
• One fill-in-the-blank question What single
  word would you use to describe this picture?
• Indicate impressions of the ad
• From good to bad, attractive to unattractive, and
  explicit to non explicit
• Rate emotions referring to response to the
  advertisement using a semantic differential scale
  adapted from the one by S. Bhat et all in their
  study from 1998
• Emotions- Angry, Uneasy, Pleased, Interested,
  Astonished, Irritated, Stimulated, Disgusted
• Rating Not at all, A little, Somewhat,
  Moderately, Considerably, Very, Extremely
• Self-evaluation questions
• Such as I generally think Im an open-minded
  person rating 1Strongly Disagree to 5Strongly
  Agree.

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Methods cont.

• WORKS CITED
• Bhat, S., Leigh, T.W., Wardlow, D.L. (1998) The
  effect of consumer prejudices on ad processing
  Heterosexual consumers' responses to homosexual
  imagery in ads. Journal of Advertising, 27(4),
  9-28.