Gays, Lesbians, and Consumer Behavior (Paperback)

Contents Preface

• Foreword
• Introduction
• We’re Here, We’re Queer, and We’re Going Shopping!: A Critical Perspective on the Accommodation of Gays and Lesbians in the U. S. Marketplace
• Gift-Giving Among Gay Men: The Reification of Social Relations
• Mainstream Legitimization of Homosexual Men Through Valentine’s Day Gift-Giving and Consumption Rituals
• Desire and Deviate Nymphos: Performing Inversion(s) as a Lesbian Consumer
• Communities, Commodities, Cultural Space, and Style
• Appearance and Self-Presentation Research in Gay Consumer Culture: Issues and Impact
• “Excuse Me, Sir? May I Help You and Your Boyfriend?”: Salespersons’ Differential Treatment of Homosexual and Straight Customers
• Discrimination Against Same-Sex Couples in Hotel Reservation Policies
• The Effect of Homosexual Imagery in Advertising on Attitude Toward the Ad
• The Social Marketing of Project ARIES: Overcoming Challenges in Recruiting Gay and Bisexual Males for HIV Prevention Counseling
• Marketing to the Homosexual (Gay) Market: A Profile and Strategy Implications
• Some Comments on “Marketing to the Homosexual (Gay) Market: A Profile and Strategy Implications”
• Out of the Closet and Into the Marketplace: Meeting Basic Needs in the Gay Community
• About the Contributors
• Index
• Reference Notes Included