Attitude Toward Homosexuality

What it measures

A four-item subset of the Attitudes Toward Lesbians and Gay Men (ATLG) scale, measuring individual attitudes toward male homosexuality. Items span affective responses (disgust, disapproval) and cognitive evaluations (naturalness, moral character), with two reverse-scored items reflecting positive or accepting orientations. Used in advertising and consumer research to examine how audience attitudes toward homosexuality moderate reactions to LGBTQI+-inclusive marketing communications.

Representative items

• Male homosexuality is a natural expression of sexuality in men.
• A man who is homosexual is just as likely to be a good person as anyone else.

Citation

Herek, Gregory M. (1994). Assessing attitudes toward lesbians and gay men: A review of empirical research with the ATLG scale. In B. Greene and G. M. Herek (Eds.), Lesbian and Gay Psychology (pp. 206–228). Thousand Oaks, CA: Sage.