Gays, Lesbians, and Consumer Behavior
Theory, Practice, and Research Issues in Marketing
Edited by Daniel L. Wardlow
Normal Price: $177.00
Your Price: $159.30 AUD, inc. GST
Shipping: $7.95 per order
You Save: $17.70! (10% off normal price)
Plus...earn $7.97 in Boomerang Bucks
Availability: Available, ships in 7-10 days
Gays, Lesbians, and Consumer Behavior by Daniel L. Wardlow
Book DescriptionMarketing 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.
Buy Gays, Lesbians, and Consumer Behavior book by Daniel L. Wardlow from Australia's Online Bookstore, Boomerang Books.
Book DetailsISBN: 9781560247616
(216mm x 156mm x 23mm)
Imprint: Routledge Member of the Taylor and Francis Group
Publisher: Taylor & Francis Inc
Publish Date: 30-Jul-1996
Country of Publication: United States
» Have you read this book? We'd like to know what you think about it - write a review about Gays, Lesbians, and Consumer Behavior book by Daniel L. Wardlow and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)
Bestselling Books: Our Current Bestsellers | Australia's Hottest 1000 Books | Bestselling Fiction | Bestselling Crime Mysteries and Thrillers | Bestselling Non Fiction Books | Bestselling Sport Books | Bestselling Gardening and Handicrafts Books | Bestselling Biographies | Bestselling Food and Drink | Bestselling History | Bestselling Travel Books | Bestselling School Textbooks & Study Guides | Bestselling Children's General Non-Fiction | Bestselling Young Adult Fiction | Bestselling Children's Fiction | Bestselling Picture Books | Top 100 US Bestsellers
Phone: 1300 36 33 32 (9am-5pm Mon-Fri AEST) - International: +61 2 9960 7998 - Online Form
Address: Boomerang Books, 878 Military Road, Mosman Junction, NSW, 2088
© 2003-2017. All Rights Reserved. Eclipse Commerce Pty Ltd - ACN: 122 110 687 - ABN: 49 122 110 687
For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.