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ADB Dissertation - PO and Latinx2.89 MB
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Dissertation
Exploring Political Orientation and Perceptions of Gender-Neutral Language in Advertising
Washington State University
Doctor of Philosophy (PhD), Washington State University
05/2025
DOI:
https://doi.org/10.7273/000007362
Abstract
The term Latinx, a gender-neutral alternative to Latino and Latina, has become more prevalent in recent years, despite ongoing controversy regarding its use. As this term seeks to make visible Hispanic/Latino consumers who do not identify with the gender binary, and as our society embraces greater diversity and inclusion, it is important we consider how to use terms like Latinx without alienating the very consumers we wish to communicate with. To that end, this dissertation explores consumer responses to advertisements that use Latinx and the downstream consequences this has for brands. Given the inherently political nature of this new term, Essay 1 draws from the political orientation and system justification literatures to investigate how politically conservative and liberal Hispanic/Latino consumers differ in their attitudes and preferences for the use of Latinx in advertising. Essay 2 builds on Essay 1 and draws on moral foundation theory to better understand the repercussions of a brand using Latinx in advertising, specifically exploring perceptions of brand morality among Hispanic/Latino and non-binary consumers. The results of this dissertation suggest that consumers are most receptive to the use of Latinx when it comes from within the Hispanic/Latino community as opposed to a company or brand. Additionally, the results show that a brand’s use of this term can backfire and lower perceptions of brand morality and subsequently lower purchase intentions among conservative Hispanic/Latino consumers and gender conforming consumers.
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Details
- Title
- Exploring Political Orientation and Perceptions of Gender-Neutral Language in Advertising
- Creators
- Anabella Donnadieu Borquez
- Contributors
- Andrew W. Perkins (Chair)Elizabeth Howlett (Committee Member)Chadwick J. Miller (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Publisher
- Washington State University
- Number of pages
- 149
- Identifiers
- 99901220476401842
- Language
- English
- Resource Type
- Dissertation