Bonus source

This source illustrates the effect that a brands choice in advertising can have on public perception and highlights the importance in focusing on a broad yet inclusive image. To begin with the perception of a brand is often different to the actual reality, the use of flashing lights, repetition and even certain colour schemes can bring forth emotions in the consumer that influence the way they feel about a product without having an experience with it.

Brand perceptions and purchase intentions were measured before and after participants were exposed to various advertisements including gay, lesbian, and heterosexual imagery. Results indicated that homosexual imagery had a negative effect on brand perceptions and purchase intentions. This effect was mediated by the salience of the homosexual imagery.

The consumer uses advertisements, reviews, social media, and other such forms of media aimed at broadening awareness to form a perception of a brand. Perception is extremely important as it acts as a pillar for the decision making process, perception often narrows a decision down to a certain product or brand as the consumer has an idea of the product or brand they want to associate with before actually engaging with said product or brand.

References:

Hooten, Noeva & Hammonds. (2009). THE EFFECTS OF HOMOSEXUAL IMAGERY IN ADVERTISEMENTS ON BRAND PERCEPTION AND PURCHASE INTENTION. Social Behavior and Personality, 37(9), 1231-1238. Retrieved from https://search-proquest-com.ezproxy.csu.edu.au/docview/209930300?accountid=10344