| dc.description.abstract | When a company wants to place same-sex couples and products in the same advertisement, a moderate match can make consumers feel good about the product. If it is not well matched, it will cause consumers to have a sense of rejection.
This study explores the personal value system (personal value support social value support / personal value support social value does not support / personal value does not support social value support / personal value does not support social value does not support), consumer intimacy of same-sex couples (high / low), same-sex couples gender (male/female), product holding (with product/without product), product categories (implicit/external), influence on consumer product attitude. research shows:
1. Consumers with the same value feel model with product have higher product attitudes than without products.
2. Consumers with different values feel implicit product have higher product attitudes than explicit ones.
3. Consumers with the same value feel model with product have higher product attitudes than without products under same-sex couples with high intimacy.
4. Consumers with different values feel model with product have higher product attitudes than without products under same-sex couples with low intimacy.
5. Consumers with personal value supports social value not supports feel same-sex couples with low intimacy have higher product attitudes than high ones.
6. Consumers with personal value supports social value not supports feel model without product have higher product attitudes than with products under same-sex couples with high intimacy.
7. Consumers with personal value supports social value not supports feel gay couple have higher product attitudes than lesbian couple.
8. Consumers with personal value not supports social value not supports feel lesbian couple have higher product attitudes than gay couple.
9. Consumers with personal value supports social value not supports feel model with product have higher product attitudes than without products.
Keywords: Personal value system, same-sex couple intimacy, same-sex couple gender, product holding, product categories, product attitude
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