Gays, Lesbians, and Consumer Behavior: Theory, Practice, and Research Issues in Marketing, Volume 31

Front Cover
Daniel L. Wardlow
Harrington Park Press, 1996 - Social Science - 261 pages
0 Reviews
Marketing practitioners have begun to target gays and lesbians as consumers, although little is known about their buying behavior, expectations in consumption, or of their treatment in the marketplace. Gays, Lesbians, and Consumer Behavior is the first attempt at presenting the roles, treatment, and expectations of gays and lesbians as consumers in the marketplace. It asserts that homosexuality often entails a fully elaborated lifestyle, many details of which revolve around, and reflect differences from, mainstream society. These findings are of practical value since consumers, businesses, channels of distribution, and media forms are all segmented, addressing a diversity of attitudes and behaviors and reaching consumers through targeted marketing.

In Gays, Lesbians, and Consumer Behavior, Editor Daniel L. Wardlow brings together research which builds upon the theoretical and empirical bases of consumer behavior. Each chapter contributes to an understanding of consumption in the gay and lesbian subculture and raises a series of questions and ethical concerns to guide future research in this area. Chapters center on the four broad themes of consumption rituals, presentation through consumption, discrimination and tolerance, and application and accommodation. Specific topics covered include:
  • ritualistic consumption in a sub-cultural context
  • lesbian consumption of lesbian imagery
  • discrimination issues in retail customer service and hotel reservations
  • effects of homosexual imagery on advertising
  • gift-giving behavior among homosexuals
  • using marketing in HIV/AIDS prevention counseling
  • market profiling and strategy suggestions
  • accommodating gays and lesbians as consumers in the marketplace

    The research presented in Gays, Lesbians, and Consumer Behavior draws from a diverse collection of academic disciplines and fields of inquiry to present a glimpse at the consumption behavior of gay men, lesbians, and bisexuals, and at the marketing response to these different populations. As a pioneering effort, Gays, Lesbians, and Consumer Behavior's scope is not comprehensive, but deliberately broad to allow researchers to delineate avenues for subsequent research. Many of the chapters are empirical or descriptive in nature and contain insights for academic and practitioner alike.

    Academics in marketing, psychology, sociology, consumer behavior, gay and lesbian studies, and cultural anthropology will find this a valuable addition to their reading material. Marketing, advertising, and retailing professionals will be able to put the information and findings to practical use as they aim to reach more consumers and broaden their audience.

What people are saying - Write a review

We haven't found any reviews in the usual places.

Related books

Other editions - View all

References to this book

References from web pages

Gays, Lesbians, and Consumer Behavior: Theory, Practice, and ...
Gays, Lesbians,. and Consumer Behavior:. Theory, Practice, and Research Issues. in Marketing. Journal of Homosexuality. Volume 31, Numbers 1/2. CONTENTS ... store/ E-Text/ View_EText.asp?sid=JRAXMBU2A9E19K5797WCVFLSNB4X48K2& a=3& s=J082& v=31& i=1%2F2& fn=J08...

Guide to Gay and Lesbian Resources: VI
Wardlow, Daniel L. Gays, lesbians, and consumer behavior : theory, practice, and research issues in marketing. New York: Harrington Park Press, c1996. xx, ... e/ su/ gaylesb/ glgvi-econ.html

Journal of Business Research : The three rules of crossing over ...
Gays, lesbians, and consumer behavior: theory, practice, and research issues in marketing, The Haworth Press, Binghamton (NY), pp. 161–176. ... retrieve/ pii/ S0148296302004514

Communications and Media Bestsellers
ISBN. Author. Title. Cover. pubdate. $ Price. 0-8442-3158-4. Jack Z. Sissors and Lincoln Bumba. Advertising Media Planning ... uk/ HP/ best/ HP_Communications_and_Media_Oct_2003.htm

“By defining the metrosexual as a high-end consumer, derived from ...
“By defining the metrosexual. as a high-end consumer,. derived from gay stereotypes,. Simpson has provided. the ‘buzz word’ needed ... research/ elements/ issues/ 2005s/ elements-spring2005-article3.pdf

The Gay Family in the Ad: Consumer Responses to Non-traditional ...
For an electronic copy of this paper, please visit: The Gay Family in the Ad:. Consumer Responses to Non-traditional ... sol3/ Delivery.cfm/ SSRN_ID930703_code348758.pdf?abstractid=741944& mirid=1

Referências bibliográficas
Gays, Lesbians, and Consumer Behavior: Theory, Practice, and Research Issues. in Marketing. New York: Harrington Park Press, 1996. p. 161-176. ... cgi-bin/ PRG_0599.EXE/ 9652_11.PDF?NrOcoSis=30587& CdLinPrg=pt

Wild Desires and Mistaken Identities: Lesbianism and Psychoanalysis (Between Men - Between Women: Lesbian & Gay Studies) ... cat101703.html

Gay & Lesbian
-59%, 44.77, The Letters of Hart Crane and His Family ~ Hart Crane Columbia University Press Hart Crane. -52%, 39.49, Honey, Honey, Miss Thang: Being Black, ... cat1017.html


Bibliographic information