1st Edition
Twenty Million New Customers! Understanding Gay Men's Consumer Behavior
By John Dececco, Phd
Copyright 1998
250 Pages
by
Routledge
250 Pages
by
Routledge
250 Pages
by
Routledge
Also available as eBook on:
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... Read more
Contents
Preface
- Acknowledgments
- An Ethnographic Study of Gay Men’s Consumption
- Meet the Informants
- The Creation and Maintenance of Gay Consumer Subculture
- Consumer Behavior and the Construction of Gay Identities
- Consumer Behavior and the Construction of Gay Communities
- Consumer Behavior as Political Protest
- Consumer Behavior, Gay Community, and Identity
- Managerial Implications of the Study
- Conclusion
- Appendix 1: Open-Ended Questionnaire
- Appendix 2: Specific Probing Questions
- Appendix 3: Informant Data
- Appendix 4: Informants and Consumer Ritual Stages
- Appendix 5: Informants and Conformity Strategies
- Bibliography
- Index
Biography
Steven M Kates
