The so-called "deviant" consumer behavior of gays and lesbians is a much neglected focus in the mainstream consumer research literature (Sanders 1989; Wardlow 1996) while consumer perspectives are similarly rare in gay and lesbian studies.
An edition of Twenty million new customers!
(1997)
Twenty million new customers!
understanding gay men's consumer behavior
by Steven M. Kates
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A scholarly yet personal study, Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior 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 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."
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Gay consumers, Gays, Consumers, Consommateurs homosexuelsPlaces
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Includes bibliographical references (p. 211-226) and index.
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| July 13, 2024 | Edited by MARC Bot | import existing book |
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