Consumer Perception Toward LGBT-Inclusive Advertisements Among Generation Z Senior High School Students

Proponent/s Name/s (Last Name, First Name, Middle Initial)

• Dino Georgios A. Argyrides, University of Baguio Science High SchoolFollow
• Santino Leon V. Calde, University of Baguio Science High SchoolFollow
• Janet A. Fernandez, University of Baguio Science High SchoolFollow
• Hyun-ah D. Noh, University of Baguio Science High SchoolFollow
• Sean Michael G. Paredes, University of Baguio Science High SchoolFollow

Document Types

Paper Presentation

Research Theme (for Paper Presentation and Poster Presentation submissions only)

Gender, Human Development, and the Individual (GHI)

School Name

University of Baguio Science High School

Track or Strand

Accountancy, Business, and Management (ABM)

Research Advisor (Last Name, First Name, Middle Initial)

Inuguidan, Jojo Ivan, D.

Start Date

25-6-2026 10:30 AM

End Date

25-6-2026 12:00 PM

Zoom Link/ Room Assignment

https://zoom.us/j/95274188371?pwd=bXhb7DQU3HQbLltdMsVaoT4A5iwGBr.1 Meeting ID: 952 7418 8371 | Passcode: research

Abstract/Executive Summary

This study examines the consumer perception of Generation Z students toward Lesbian, Gay, Bisexual, and Transgender (LGBT)-inclusive advertisements, focusing on cognitive and emotional reactions. The research was conducted among senior high school students in the University of Baguio Science High School (UBSHS) to determine how inclusive marketing media influences their perceptions of advertisements. A quantitative descriptive-correlational design was employed using a research questionnaire containing 20 likert-scale items. A total of 196 respondents were selected through stratified random sampling from a population of 397 Grade 11 and 12 students. Descriptive statistics, including weighted mean and standard deviation, were used to measure cognitive and emotional responses, while Pearson’s correlational coefficient was used to measure correlation between the two variables. The findings revealed a moderate cognitive reaction (M = 3.01) and a noticeable emotional reaction (M = 3.07) toward LGBT-inclusive advertisements. Moreover, the results indicated a strong positive correlation between cognitive and emotional reactions (r = 0.81, p < 0.0001) indicating that students who exhibited strong cognitive reactions tended to experience more positive attitudes. These findings imply that LGBT-inclusive advertisements can successfully and effectively capture attention and elicit favourable emotional engagement among Gen Z student audiences, thereby highlighting the need for integrating inclusivity into current-day marketing strategies.

Keywords

Senior High School Students, Gen Z, Cognitive reactions, Emotional reactions, LGBT

Initial Consent for Publication

yes

Statement of Originality

yes