Gays Lesbians And Consumer Behavior
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Gays Lesbians And Consumer Behavior
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Author : Daniel L. Wardlow
language : en
Publisher: Routledge
Release Date : 2014-01-02
Gays Lesbians And Consumer Behavior written by Daniel L. Wardlow and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-02 with Business & Economics categories.
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
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FREE 30 Days
Author : Daniel L. Wardlow
language : en
Publisher: Routledge
Release Date : 1996
Gays Lesbians And Consumer Behavior written by Daniel L. Wardlow and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.
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
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Author : Grant Lukenbill
language : en
Publisher: Routledge
Release Date : 2013-12-02
Untold Millions written by Grant Lukenbill and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-02 with Business & Economics categories.
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
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Author : Steven M Kates
language : en
Publisher: Routledge
Release Date : 2013-12-19
Twenty Million New Customers written by Steven M Kates and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-19 with Business & Economics categories.
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
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Author : Grant Lukenbill
language : en
Publisher:
Release Date : 1995
Untold Millions written by Grant Lukenbill and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
"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
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Author : Amy Gluckman
language : en
Publisher: Routledge
Release Date : 2012-11-12
Homo Economics written by Amy Gluckman and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-12 with Social Science categories.
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.
Selling Out
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Author : Alexandra Chasin
language : en
Publisher: Palgrave Macmillan
Release Date : 2000
Selling Out written by Alexandra Chasin and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Social Science categories.
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.
Money Myths And Change
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Author : M.V. Lee Badgett
language : en
Publisher: University of Chicago Press
Release Date : 2003-11
Money Myths And Change written by M.V. Lee Badgett and has been published by University of Chicago Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-11 with Business & Economics categories.
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 Market Guide
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Author :
language : en
Publisher: Hyperion Interactive Media
Release Date :
Gay Market Guide written by and has been published by Hyperion Interactive Media this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Queer Economics
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Author : Joyce Jacobsen
language : en
Publisher: Routledge
Release Date : 2013-03-07
Queer Economics written by Joyce Jacobsen and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-07 with Business & Economics categories.
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.