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Twenty Million New Customers! : Understanding Gay Men?s Consumer Behavior - John DeCecco

Twenty Million New Customers!

Understanding Gay Men?s Consumer Behavior

Paperback Published: 6th January 1998
ISBN: 9781560239031
Number Of Pages: 235

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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 studyA 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trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers!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.

Prefacep. ix
Acknowledgmentsp. xi
An Ethnographic Study of Gay Men's Consumptionp. 1
Gay Consumptionp. 2
Deviance and Deviant Subculturep. 6
The Gay Identity Acquisition Process: Coming Outp. 13
Capitalism, Consumer Behavior, Gay Identity, and Subculture: Critical and Interpretive Perspectivesp. 16
Consumer Products and Symbolic Meaningp. 21
Methods Used in This Researchp. 25
Meet the Informantsp. 29
The Creation and Maintenance of Gay Consumer Subculturep. 49
The Acculturation to Gay Consumption Normsp. 50
The Deep Meanings of Consumer Goods and Servicesp. 60
Consumer Behavior and the Construction of Gay Identitiesp. 81
Passing: Consumption Patterns of the Closet Queenp. 82
Coming Out: Consumer Behavior and Public Identity Managementp. 93
Consumer Behavior and the Construction of Gay Communitiesp. 121
Consumer Behavior as Political Protestp. 145
Consumer Behavior, Gay Community, and Identityp. 163
Managerial Implications of the Studyp. 181
Conclusionp. 193
Open-Ended Questionairep. 199
Specific Probing Questionsp. 201
Informant Datap. 205
Informants and Consumer Ritual Stagesp. 208
Informants and Conformity Strategiesp. 209
Bibliographyp. 211
Indexp. 227
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9781560239031
ISBN-10: 1560239034
Series: Haworth Gay & Lesbian Studies
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 235
Published: 6th January 1998
Country of Publication: US
Dimensions (cm): 22.23 x 15.24  x 1.91
Weight (kg): 0.39
Edition Number: 1