Unpacking the Impact of Mixed Messaging

In recent years, organizations that demonstrated mixed messaging in their support for LGBTQIA+ communities following consumer backlash have been thrown into the spotlight. This study investigated the impact of organizational mixed messaging on prospective employees' perceptions using both a politically charged issue (LGBTQIA+ rights) and a neutral issue (reading campaign). Drawing from both signaling and social identity theory, it was hypothesized that organizations inconsistent in their support for LGBTQIA+ issues would be rated lower in attractiveness and integrity, with higher perceptions of hypocrisy. Additionally, a three-way interaction between organizational consistency, politicization of the organizational stance, and participant political affiliation was expected. Results indicated that inconsistent organizations were perceived as being less attractive, having lower integrity, and as having increased hypocrisy compared to organizations with consistent messaging. The evident dislike of backtracking was present across political party lines, indicating that no potential job applicant views an organization well that is inconsistent in its support for either a politically charged issue or non-politized issue.