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Author: Daniel L. Wardlow Publisher: Routledge ISBN: 1317991737 Category : Business & Economics Languages : en Pages : 296
Book Description
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.
Author: Daniel L. Wardlow Publisher: Routledge ISBN: 1317991737 Category : Business & Economics Languages : en Pages : 296
Book Description
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.
Author: Steven M Kates Publisher: Routledge ISBN: 1317972058 Category : Business & Economics Languages : en Pages : 248
Book Description
Most of the world’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’s Consumer Behavior, you’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’ll see why gay men are a vital consumer lifeline to today’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’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’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’ll shut the closet on the harmful myths surrounding gay consumerism and open the door to success.
Author: Daniel L. Wardlow Publisher: Routledge ISBN: 9781560230779 Category : Business & Economics Languages : en Pages : 261
Book Description
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.
Author: M.V. Lee Badgett Publisher: University of Chicago Press ISBN: 9780226034010 Category : Business & Economics Languages : en Pages : 318
Book Description
How does the standard of living of gay men and lesbians compare with that of heterosexuals? Do homosexuals make financial and family decisions differently? Why are the professional lives of gay men and lesbians dissimilar from those of heterosexuals? Or do they even differ? Have gay people benefited from the recent economic boom? Or have public policies denied them their fair share? Money, Myths, and Change provides new answers to these complex questions. This is the first comprehensive work to explore the economic lives of gays and lesbians in the United States. M. V. Lee Badgett weaves through and debunks common stereotypes about gay privilege, income, and consumer behavior. Studying the ends and means of gay life from an economic perspective, she disproves the assumption that gay men and lesbians are more affluent than heterosexuals, that they inspire discrimination when they come out of the closet, that they consume more conspicuously, that they enjoy a more self-indulgent, even hedonistic lifestyle. Badgett gets to the heart of these misconceptions through an analysis of the crucial issues that affect the livelihood of gay men and lesbians: discrimination in the workplace, denial of health care benefits to domestic partners and children, lack of access to legal institutions such as marriage, the corporate wooing of gay consumer dollars, and the use of gay economic clout to inspire social and political change. Both timely and readable, Money, Myths, and Change stands as a much-needed corrective to the assumptions that inhibit gay economic equality. It is a definitive work that sheds new light on just what it means to be gay or lesbian in the United States.
Author: Timothy Murphy Publisher: Routledge ISBN: 113594234X Category : Reference Languages : en Pages : 749
Book Description
The Reader's Guide to Lesbian and Gay Studies surveys the field in some 470 entries on individuals (Adrienne Rich); arts and cultural studies (Dance); ethics, religion, and philosophical issues (Monastic Traditions); historical figures, periods, and ideas (Germany between the World Wars); language, literature, and communication (British Drama); law and politics (Child Custody); medicine and biological sciences (Health and Illness); and psychology, social sciences, and education (Kinsey Report).
Author: Grant Lukenbill Publisher: ISBN: Category : Business & Economics Languages : en Pages : 240
Book Description
"Untold Millions is the definitive guide for marketers, executives, advertisers, employees, and entrepreneurs who want to get their companies on track for this new marketplace revolution. Using the most valuable research data to date - from the groundbreaking 1994 Yankelovich MONITORE Perspective on Gays/Lesbians - Grant Lukenbill reveals an in-depth profile of gay and lesbian consumers: who they are, what they need, what they buy, and what motivates how they spend their money. In addition, he offers concrete, proven strategies for positioning products and services to this defined consumer segment - from building good relationships with the gay and lesbian market through corporate sponsorships to avoiding nightmares set off by outdated personnel policies."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved
Author: Bonnie Zimmerman Publisher: Routledge ISBN: 1135728704 Category : Social Science Languages : en Pages : 1955
Book Description
A rich heritage that needs to be documented Beginning in 1869, when the study of homosexuality can be said to have begun with the establishment of sexology, this encyclopedia offers accounts of the most important international developments in an area that now occupies a critical place in many fields of academic endeavors. It covers a long history and a dynamic and ever changing present, while opening up the academic profession to new scholarship and new ways of thinking. A groundbreaking new approach While gays and lesbians have shared many aspects of life, their histories and cultures developed in profoundly different ways. To reflect this crucial fact, the encyclopedia has been prepared in two separate volumes assuring that both histories receive full, unbiased attention and that a broad range of human experience is covered. Written for and by a wide range of people Intended as a reference for students and scholars in all fields, as well as for the general public, the encyclopedia is written in user-friendly language. At the same time it maintains a high level of scholarship that incorporates both passion and objectivity. It is written by some of the most famous names in the field, as well as new scholars, whose research continues to advance gender studies into the future.
Author: Abbie E. Goldberg Publisher: SAGE Publications ISBN: 1483371298 Category : Psychology Languages : en Pages : 1473
Book Description
This far-reaching and contemporary new Encyclopedia examines and explores the lives and experiences of Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) individuals, focusing on the contexts and forces that shape their lives. The work focuses on LGBTQ issues and identity primarily through the lenses of psychology, human development and sociology, emphasizing queer, feminist and ecological perspectives on the topic, and addresses questions such as: · What are the key theories used to understand variations in sexual orientation and gender identity? · How do Gay-Straight Alliances (GSA) affect LGBTQ youth? · How do LGBTQ people experience the transition to parenthood? · How does sexual orientation intersect with other key social locations, such as race, to shape experience and identity? · What are the effects of marriage equality on sexual minority individuals and couples? Top researchers and clinicians contribute to the 400 signed entries, from fields such as: · Psychology · Human Development · Gender/Queer Studies · Sexuality Studies · Social Work · Sociology The SAGE Encyclopedia of LGBTQ Studies is an essential resource for researchers interested in an interdisciplinary perspective on LGBTQ lives and issues.
Author: Jerome D. Williams Publisher: Psychology Press ISBN: 1135617554 Category : Business & Economics Languages : en Pages : 483
Book Description
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.
Author: Daniel L. Wardlow
Author: Daniel L. Wardlow
Author: Steven M Kates
Author: Daniel L. Wardlow
Author: 
Author: M.V. Lee Badgett
Author: Timothy Murphy
Author: Grant Lukenbill
Author: Bonnie Zimmerman
Author: Abbie E. Goldberg
Author: Jerome D. Williams