Gays, Lesbians, and Consumer Behavior (Hardcover)

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