Twenty Million New Customers: Understanding Gay Men's Consumer Behaviour (Haworth Gay & Lesbian Studies) Book + PRICE WATCH * Amazon pricing is not included in price watch

Twenty Million New Customers: Understanding Gay Men's Consumer Behaviour (Haworth Gay & Lesbian Studies) Book

In a world in which we are constantly bombarded by advertisements and commercials for everything from the fastest car to the lowest-fat cookie, it is no surprise that personal identity is often linked to consumerism. But is it always true that we are what we buy? And what does this mean for gay men, who have been targeted as prime consumers by companies selling just about everything--vodka, sportswear, dining-room tables, and more? Twenty Million New Customers! is a fascinating look at the buying habits and motivations of 44 gay men. While other studies have focused on the role of income in gay-male buying patterns, author Steven Kates is far more interested in exploring how his subjects' sense of identity and self-presentation affect their consumer habits. The results are always surprising--some men buy certain brands or styles to "look" gay, others to appear "less gay"--and remind us of the diversity of gay male culture, as well as how consumerism and the identities of many are intertwined in our public and private lives.Read More

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  • Product Description

    Most of the worldâ??s population is in the dark when it comes to the consumer patterns of gay men. But in Twenty Million New Customers!: Understanding Gay Menâ??s Consumer Behavior, youâ??ll leave all the dark, homophobic myths behind where they belong--in the closet--and come out into the light. In its colorful and informative chapters, youâ??ll see why gay men are a vital consumer lifeline to todayâ??s clothing industries as you tap into revealing psychological characteristics that will benefit any business manager.

    A scholarly yet personal, poignant study, Twenty Million New Customers! is a mixed shopping bag, taking you on a day-in-the-life tour of the buying patterns of 44 gay men. As an up-to-date catalog of scholarly data, it helps you see how â??mainstreamâ? businesses can tailor their marketing methods to this rapidly expanding demand in a competent, professional, and ethical manner. As a commentary on lifestyle, it transports you to unexplored consumer behavior territory that most people still consider â??deviant.â? Specifically, youâ??ll read about:

    • in-depth, personal interviews from gay consumers
    • real-life problems and market needs of gay men
    • consumer behavior as political protest
    • self-concept, identity, community, and culture
    • the creation and maintenance of gay consumer subculture
    • research methods and managerial implications of the study

      A recent survey estimates that over six percent of U.S. consumers openly acknowledges themselves as gay--clearly a priceless niche. So if youâ??re a gay man trying to get the skinny on the latest bodysuit trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers! Itâ??ll shut the closet on the harmful myths surrounding gay consumerism and open the door to success.

  • 1560239034
  • 9781560239031
  • S.M. Kates
  • 6 January 1998
  • Haworth Press Inc
  • Paperback (Book)
  • 254
  • illustrated edition
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