Gays, Lesbians, and Consumer Behavior

Released on by Daniel L. Wardlow
preview-18

  • Gays, Lesbians, and Consumer Behavior Book Detail

  • Author : Daniel L. Wardlow
  • Release Date : 2014-01-02
  • Publisher : Routledge
  • Genre : Business & Economics
  • Pages : 296
  • ISBN 13 : 1317991737
  • File Size : 96,96 MB
DOWNLOAD BOOK

Gays, Lesbians, and Consumer Behavior by Daniel L. Wardlow PDF Summary

Book Description: 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.

Disclaimer: www.yourbookbest.com does not own Gays, Lesbians, and Consumer Behavior books pdf, neither created or scanned. We just provide the link that is already available on the internet, public domain and in Google Drive. If any way it violates the law or has any issues, then kindly mail us via contact us page to request the removal of the link.

Gays, Lesbians, and Consumer Behavior

Gays, Lesbians, and Consumer Behavior

File Size : 59,59 MB
Total View : 5828 Views
DOWNLOAD

Marketing practitioners have begun to target gays and lesbians as consumers, although little is known about their buying behavior, expectations in consumption,

Gays, Lesbians, and Consumer Behavior

Gays, Lesbians, and Consumer Behavior

File Size : 43,43 MB
Total View : 5327 Views
DOWNLOAD

Marketing practitioners have begun to target gays and lesbians as consumers, although little is known about their buying behavior, expectations in consumption,

Untold Millions

Untold Millions

File Size : 72,72 MB
Total View : 8388 Views
DOWNLOAD

The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help market

Twenty Million New Customers!

Twenty Million New Customers!

File Size : 12,12 MB
Total View : 6989 Views
DOWNLOAD

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�

Untold Millions

Untold Millions

File Size : 45,45 MB
Total View : 4770 Views
DOWNLOAD

The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help market