Increasing support for the LGBT community and the collective buying power of this group has triggered the interest of marketers and advertisers in the gay and lesbian market.

The collective buying power among all LGBT Americans was estimated to be nearly $1 trillion in 2017, thus rivaling the disposable income of all other American minority groups (Chesney 2017). The lesbian, gay, bisexual, and transgender (LGBT) community is a market segment with substantial buying power. Many Western societies have strengthened equal rights and opportunities for homosexual citizens. In recent decades, support for homosexuality in society has increased considerably (Ghaziani, Taylor, and Stone 2016). These findings provide guidelines for future research and implications for advertisers who intend to address consumers of various sexual orientations. Furthermore, the moderator analysis suggests that incongruence between imagery, consumer characteristics, cultural values, explicitness of imagery, endorser gender, and product type results in unfavorable responses to homosexual advertising imagery. We find, however, that homosexual consumers show negative responses to heterosexual imagery. The integrated effect size suggests that the net persuasive effect between homosexual and heterosexual imagery does not differ. To resolve the inconsistencies in findings of prior research, this article presents a meta-analysis on the effects of homosexual imagery. The findings on the persuasive effects of homosexual imagery are mixed and do not provide insights on whether and when homosexual imagery in advertising supports persuasion. Many companies have developed advertising with homosexual imagery to better target this group as well as the mainstream market. Rising support for the lesbian, gay, bisexual, and transgender (LGBT) community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay and lesbian market.

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