Gays Lesbians And Consumer Behavior

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Gays, Lesbians, and Consumer Behavior

Author : Daniel L. Wardlow
Publisher : Routledge
ISBN 13 : 1317991737
Total Pages : 296 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis Gays, Lesbians, and Consumer Behavior by : Daniel L. Wardlow

Download or read book Gays, Lesbians, and Consumer Behavior written by Daniel L. Wardlow and published by Routledge. This book was released on 2014-01-02 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Gays, Lesbians, and Consumer Behavior

Author : Daniel L. Wardlow
Publisher : Routledge
ISBN 13 : 9781560230779
Total Pages : 261 pages
Book Rating : 4.2/5 (37 download)

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Book Synopsis Gays, Lesbians, and Consumer Behavior by : Daniel L. Wardlow

Download or read book Gays, Lesbians, and Consumer Behavior written by Daniel L. Wardlow and published by Routledge. This book was released on 1996 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Untold Millions

Author : Grant Lukenbill
Publisher : Routledge
ISBN 13 : 1317706013
Total Pages : 235 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Untold Millions by : Grant Lukenbill

Download or read book Untold Millions written by Grant Lukenbill and published by Routledge. This book was released on 2013-12-02 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian consumer behavior, provides you with important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies to this growing target audience. From this updated and revised edition, you’ll receive current methods, new data, and sure-fire strategies that will help your company break into this market segment, satisfy intended customers, and boost company sales.Providing you with statistics and data from the first market research study of its kind, the Yankelovich MONITOR’s Gay and Lesbian Perspective, this book gives you suggestions on what things need to be done within your company before planning your marketing strategies. You’ll benefit from ideas and suggestions in Untold Millions that will help you create consumer-driven market strategies to gays and lesbians, including: recognizing that there are families and relationships in society that are not heterosexual acknowledging age differences and the needs of particular generations attracting customers by circulating non-discriminatory hiring policies through press releases and company memos, installing domestic partner health care plans, and identifying cultural reference points to which gays and lesbians can relate remembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimization referring to the Wall Street project before addressing gay- and lesbian-specific issues focusing on the areas of individuality, a need for association, and the need to alleviate stress reserving a post script in your direct marketing letter to remind consumers of your company’s domestic partner benefits or if you support a particular gay/lesbian interest organizationUntold Millions contains advice on several other topics, such as corporate legal issues, public information trends and analysis, and changes in gay and lesbian communities to give familiarize you with your target audience. With Untold Millions, you’ll be able to develop appealing marketing or advertising campaigns that will satisfy the highly profitable and emerging gay and lesbian consumer market.

Twenty Million New Customers!

Author : Steven M Kates
Publisher : Routledge
ISBN 13 : 1317972058
Total Pages : 248 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis Twenty Million New Customers! by : Steven M Kates

Download or read book Twenty Million New Customers! written by Steven M Kates and published by Routledge. This book was released on 2013-12-19 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Untold Millions

Author :
Publisher : Routledge
ISBN 13 : 9781138419315
Total Pages : pages
Book Rating : 4.4/5 (193 download)

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Book Synopsis Untold Millions by :

Download or read book Untold Millions written by and published by Routledge. This book was released on 2017-08-09 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian consumer behavior, provides you with important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies to this growing target audience. From this updated and revised edition, you�ll receive current methods, new data, and sure-fire strategies that will help your company break into this market segment, satisfy intended customers, and boost company sales. Providing you with statistics and data from the first market research study of its kind, the Yankelovich MONITOR�s Gay and Lesbian Perspective, this book gives you suggestions on what things need to be done within your company before planning your marketing strategies. You�ll benefit from ideas and suggestions in Untold Millions that will help you create consumer-driven market strategies to gays and lesbians, including: recognizing that there are families and relationships in society that are not heterosexual acknowledging age differences and the needs of particular generations attracting customers by circulating non-discriminatory hiring policies through press releases and company memos, installing domestic partner health care plans, and identifying cultural reference points to which gays and lesbians can relate remembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimization referring to the Wall Street project before addressing gay- and lesbian-specific issues focusing on the areas of individuality, a need for association, and the need to allevia

Gay Market Guide

Author :
Publisher : Hyperion Interactive Media
ISBN 13 : 0974895733
Total Pages : 98 pages
Book Rating : 4.9/5 (748 download)

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Book Synopsis Gay Market Guide by :

Download or read book Gay Market Guide written by and published by Hyperion Interactive Media. This book was released on with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Sexuality in Marketing and Consumption

Author : Athanasia Daskalopoulou
Publisher : Taylor & Francis
ISBN 13 : 104010648X
Total Pages : 237 pages
Book Rating : 4.0/5 (41 download)

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Book Synopsis Sexuality in Marketing and Consumption by : Athanasia Daskalopoulou

Download or read book Sexuality in Marketing and Consumption written by Athanasia Daskalopoulou and published by Taylor & Francis. This book was released on 2024-08-09 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume provides an in-depth examination of the role of sexuality in consumers’ life course and in the marketing of products and services. Leading scholars in the field define the most up-to-date picture of theories of sexuality in marketing and consumer research, mapping the topic through diverse theoretical lenses, addressing queer and feminist research, and putting sexuality and consumption in context. The book brings together leading international marketing scholars to build on the growing interest in theories of sexuality, queer theory, and intersectionality, which are gaining more interest among institutions and researchers interested in equality and diversity. While this book builds on existing expertise in consumer culture scholarship, it is the first time a marketing book focuses on sexuality, adding value to the existing repertoire in gender and feminist literature. The chapters are organised into three key sections: Part 1 maps the marketing and consumer research field, discussing how sexuality can be studied through different lenses; Part 2 focuses on queer and feminist theorising, drawing on LGBTQIA+ theory, queer theory, and theories of intersectionality to analyse how overlapping social categories interact to influence consumer behaviour, identity, and experiences in the marketplace; and Part 3 explores the personal and social aspects of sexuality, offering a broad overview of issues of gender and sexuality, digitalisation, and the sexual body. This text will be of direct interest to scholars and researchers within the fields of marketing, consumer research, sociology, and media studies. The aim of this book is to help scholars and students to develop a broader understanding about the interplay between sexuality, society, and the market.

Untold Millions

Author : Grant Lukenbill
Publisher :
ISBN 13 :
Total Pages : 240 pages
Book Rating : 4.3/5 (97 download)

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Book Synopsis Untold Millions by : Grant Lukenbill

Download or read book Untold Millions written by Grant Lukenbill and published by . This book was released on 1995 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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

Homo Economics

Author : Amy Gluckman
Publisher : Routledge
ISBN 13 : 1136045104
Total Pages : 317 pages
Book Rating : 4.1/5 (36 download)

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Book Synopsis Homo Economics by : Amy Gluckman

Download or read book Homo Economics written by Amy Gluckman and published by Routledge. This book was released on 2012-11-12 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: Homo Economics is the first honest account of the tense relationship between gay people and the economy. This groundbreaking collection brings together a variety of voices from the worlds of journalism, activism, academia, the arts, and public policy to address issues including the recent economic history of the gay community, the community's response to its changing economic circumstances, and the risks inherent in a narrow definition of liberation.

Reader's Guide to Lesbian and Gay Studies

Author : Timothy Murphy
Publisher : Routledge
ISBN 13 : 113594234X
Total Pages : 749 pages
Book Rating : 4.1/5 (359 download)

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Book Synopsis Reader's Guide to Lesbian and Gay Studies by : Timothy Murphy

Download or read book Reader's Guide to Lesbian and Gay Studies written by Timothy Murphy and published by Routledge. This book was released on 2013-10-18 with total page 749 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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).

Money, Myths, and Change

Author : M.V. Lee Badgett
Publisher : University of Chicago Press
ISBN 13 : 0226034011
Total Pages : 314 pages
Book Rating : 4.2/5 (26 download)

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Book Synopsis Money, Myths, and Change by : M.V. Lee Badgett

Download or read book Money, Myths, and Change written by M.V. Lee Badgett and published by University of Chicago Press. This book was released on 2003-11 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: The common stereotype that lesbians and gay men are more affluent than heterosexuals is only one of many misconceptions that M. V. Lee Badgett debunks in this comprehensive work. Studying the ends and means of gay life from an economic perspective, she paints a more accurate picture than ever before of gay and lesbian standards of living, financial and family decisions, and professional lives, analyzing along the way the crucial issues that affect the livelihood of gay men and lesbians: workplace discrimination, denial of health care benefits to partners and children, the corporate wooing of gay consumer dollars, and the use of gay economic clout to inspire social and political change.

Gay and Lesbian Americans and Political Participation

Author : Raymond A. Smith
Publisher : ABC-CLIO
ISBN 13 :
Total Pages : 368 pages
Book Rating : 4.X/5 (4 download)

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Book Synopsis Gay and Lesbian Americans and Political Participation by : Raymond A. Smith

Download or read book Gay and Lesbian Americans and Political Participation written by Raymond A. Smith and published by ABC-CLIO. This book was released on 2002-05 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examines the origins and growth of gay, lesbian, bisexual, and transgender participation in America's democratic and political processes.

Selling Out

Author : Alexandra Chasin
Publisher : Palgrave Macmillan
ISBN 13 : 9780312214494
Total Pages : 344 pages
Book Rating : 4.2/5 (144 download)

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Book Synopsis Selling Out by : Alexandra Chasin

Download or read book Selling Out written by Alexandra Chasin and published by Palgrave Macmillan. This book was released on 2000 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examines the relationship between the recent marketing aimed at the gay community and the movement that struggles to achieve equal rights for gay men and lesbians.

Queer Economics

Author : Joyce Jacobsen
Publisher : Routledge
ISBN 13 : 1135982546
Total Pages : 481 pages
Book Rating : 4.1/5 (359 download)

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Book Synopsis Queer Economics by : Joyce Jacobsen

Download or read book Queer Economics written by Joyce Jacobsen and published by Routledge. This book was released on 2013-03-07 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: An important new book, bringing together into one volume many of the salient early articles in the field as well as important recent contributions, this reader is an examination of and response to the effects of heteronormativity on both economic outcomes and economics as a discipline. The first book to consolidate what has been published, filling a gap in the currently available literature and edited by an expert in the field, it contains a brief introductory essay; setting-out the reasons for and aims of the project, and a short section introduction; defining the topic at hand and introducing each of the key readings. This book is necessary reading for students in research areas including political economy, urban studies, economics, economic history and demographic economics.

Encyclopedia of Lesbian and Gay Histories and Cultures

Author : Bonnie Zimmerman
Publisher : Routledge
ISBN 13 : 1135728704
Total Pages : 1955 pages
Book Rating : 4.1/5 (357 download)

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Book Synopsis Encyclopedia of Lesbian and Gay Histories and Cultures by : Bonnie Zimmerman

Download or read book Encyclopedia of Lesbian and Gay Histories and Cultures written by Bonnie Zimmerman and published by Routledge. This book was released on 2021-06-13 with total page 1955 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The SAGE Encyclopedia of LGBTQ Studies

Author : Abbie E. Goldberg
Publisher : SAGE Publications
ISBN 13 : 1483371298
Total Pages : 1473 pages
Book Rating : 4.4/5 (833 download)

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Book Synopsis The SAGE Encyclopedia of LGBTQ Studies by : Abbie E. Goldberg

Download or read book The SAGE Encyclopedia of LGBTQ Studies written by Abbie E. Goldberg and published by SAGE Publications. This book was released on 2016-05-10 with total page 1473 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Diversity in Advertising

Author : Jerome D. Williams
Publisher : Psychology Press
ISBN 13 : 1135617554
Total Pages : 483 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Diversity in Advertising by : Jerome D. Williams

Download or read book Diversity in Advertising written by Jerome D. Williams and published by Psychology Press. This book was released on 2004-04-13 with total page 483 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.