Twenty million new customers!: understanding gay men's consumer behavior
Most of the world'Č"s population is in the dark when it comes to the consumer patterns of gay men. But in Twenty Million New Customers!: Understanding Gay Men'Č"s Consumer Behavior, you'Č"ll leave all the dark, homophobic myths behind where they belong--in the closet--and come out into the light. In its colorful and informative chapters, you'Č"ll see why gay men are a vital consumer lifeline to today'Č"s clothing industries as you tap into revealing psychological characteristics that will benefit any business manager. A scholarly yet personal, poignant study, Twenty Million New Customers! is a mixed shopping bag, taking you on a day-in-the-life tour of the buying patterns of 44 gay men. As an up-to-date catalog of scholarly data, it helps you see how "mainstream" businesses can tailor their marketing methods to this rapidly expanding demand in a competent, professional, and ethical manner. As a commentary on lifestyle, it transports you to unexplored consumer behavior territory that most people still consider "deviant." Specifically, you'Č"ll read about: in-depth, personal interviews from gay consumers real-life problems and market needs of gay men consumer behavior as political protest self-concept, identity, community, and culture the creation and maintenance of gay consumer subculture research methods and managerial implications of the study A recent survey estimates that over six percent of U.S. consumers openly acknowledges themselves as gay--clearly a priceless niche. So if you'Č"re a gay man trying to get the skinny on the latest bodysuit trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers! It'Č"ll shut the closet on the harmful myths surrounding gay consumerism and open the door to success.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Meet the In formants
The Creation and Maintenance
Consumer Behavior and the Construction
9 other sections not shown
Other editions - View all
Absolut vodka accepted activities advertising believe Belk beneﬁts bodysuit brand Christian rock Church and Wellesley closet clothing conﬂict conformity considered consumer behavior Consumer Research consumer rituals consumption critical culture deﬁning deviant Doc Martens dress example experience fashion feel ﬁnd ﬁndings ﬁrst ﬁt friends Gareth gay and lesbian gay bars gay community gay consumers gay identity gay men’s Gay Pride Day gay products gay subculture guess Harley-Davidson Hebdige heterosexual homophobic homosexual identiﬁed ideology important individuals inﬂuence informants interpreted interview involved Jeff Journal of Consumer Lennie Lesbian and Gay lesbians Levi’s lifestyle literature lives look mainstream McCracken 1986 meanings Nigel nity norms one’s participant participant observation person perspective political punk purchase reﬂected relationship role Schouten self-concept sexual orientation signiﬁcant social speciﬁc stereotype stigma straight sumer T-shirts there’s things tion Toronto various Wallendorf wearing yeah