An invitation into inclusive spaces: When perceived brand altruism translates inclusive advertising into brand attitudes, purchase intentions, and eWoM

This study examines the psychological mechanisms through which inclusive advertising influences consumer responses in an Eastern European, post-communist context marked by persistent traditional social norms. Across an experimental design, participants were exposed to advertisements depicting either a heterosexual couple, a gay male couple, or a lesbian couple. Inclusive portrayals increased perceived brand altruism; however, downstream effects on brand attitude, purchase intention, and electronic word-of-mouth intention were contingent rather than uniform. A direct effect of inclusivity emerged only for brand attitude, with advertisements featuring a lesbian couple generating more favorable evaluations than those featuring a gay male couple. Crucially, these effects were shaped by individual value orientations: political orientation moderated the formation of perceived brand altruism, while support for diversity, equity, and inclusion determined whether altruism translated into positive evaluations and behavioral intentions. By demonstrating that inclusive advertising operates through value-dependent psychological pathways rather than general persuasive effects, this research contributes to a more nuanced understanding of consumer judgment formation in socially sensitive contexts. The findings further extend emerging work on brand bravery by specifying the conditions under which socially progressive brand signals meaningfully influence consumer responses. • Inclusive advertising increases perceived brand altruism in conservative contexts. • Effects of inclusive cues depend on individual value orientations. • Political ideology shapes altruistic versus strategic interpretations of inclusivity. • Brand altruism predicts positive evaluations only among pro-DEI consumers. • Inclusive advertising acts as a value-dependent moral signal, not a universal cue.