Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior (Hardcover)

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