Queer eye for a gay guy: Using market‐specific symbols in advertising to attract gay consumers without alienating the mainstream

Although advertisers have flooded gay and lesbian print media in recent years, it is estimated that more than half of the gay and lesbian population does not read gay media. Hence, this study addresses the question: How may marketers target gays and lesbians in mainstream media without alienating heterosexual consumers? As such, this study assesses responses of both heterosexual and homosexual consumers to advertising content that includes mainstream imagery, implicit gay and lesbian imagery, and explicit gay or lesbian imagery to provide advertisers with a better understanding of how to effectively crossover into mainstream media with gay‐targeted advertisements. © 2005 Wiley Periodicals, Inc.     

Revising the myth of gay consumer innovativeness

Non-academic literature often refers to gay people as innovators, but academic evidence is lacking. To test whether gays and heterosexuals differ in innate and realized innovativeness, and whether the relationships between the variables in an innovativeness model differ for both groups, 833 Flemish respondents from a homosexual-tolerant region (i.e., Flanders) filled out a questionnaire that was posted on forums and newsgroups targeted at either a general or a homosexual population. MANOVA results reveal an important interaction effect between gender and sexual orientation. The gay men in the study are slightly more innovative than the heterosexual men, but the opposite holds true for the gay and heterosexual women. The relations between the constructs in the innovativeness model do not differ for the different groups.     

Gay Consumers and Brand Usage: The Gender‐Flexing Role of Gay Identity

Prior research suggests that gender identity congruity between an individual and product brand will yield positive responses in terms of consumer behavior, However, gender atypicality has been observed among gay males and lesbians, which may confound previous research conducted under a heteronormative gaze. Drawing on research in psychology that considers gay identity as a cognitive construct and a component of self‐concept, the findings of this study indicate that an individual's strength of gay identity and involvement in the gay community appear to invert effects of “typical” gender schema congruity on brand usage for both gay males and lesbians.     

Exploring the Importance of Gay‐friendliness and its Socialization Influences

Gay men and lesbian consumers are increasingly representing a desired target audience for brands seeking to build brand loyalty in an under‐tapped market. The existing literature on marketing to gay men and lesbians suggests that brands targeting this market should position themselves as gay‐friendly. Nevertheless, little is known about consumer perceptions of gay‐friendliness, its antecedents or the socialization processes relevant to establishing a brand's gay‐friendly claim. This paper attempts to fill this void by reporting the results of a survey of gay men and lesbian consumers. The survey assessed the factors involved in perceptions of gay‐friendliness, socialization sources and the relationship between gay‐friendly brand claims and attitudes towards the brand.     

From Fear to Courage: Indian Lesbians’ and Gays’ Quest for Inclusive Ethical Organizations

Journal of Business Ethics - This paper focusses on the experiences of Indian lesbians and gays (LGs) who are subjected to unethical acts of workplace bullying which get manifested through constant...     

That’s Not Fair! How Personal Value for Diversity Influences Reactions to the Perceived Discriminatory Treatment of Minorities

Using Leventhal??s (Social exchange: Advances in theory and research, Plenum Press, New York, 1980) rules of procedural justice as well as deontic justice (Folger in Research in social issues in management, Information Age, Greenwich, CT, 2001), we examine how personal value for diversity moderates the negative relationship between perceived discrimination against minorities (i.e., racial minorities and females) at work and the perceived procedural justice of minorities?? treatment by the organization. Through a field survey of 190 employees, we found that observers high in personal value for diversity have stronger negative reactions to the mistreatment of women and racial minorities than observers low in personal value for diversity. These findings support and extend the deontic justice perspective because those who personally value diversity had the strongest negative reactions toward the discriminatory treatment of minorities.     

The Influence of Price-Based Measures on Perceived Service Value

Abstract

An investigation of perceived service value was conducted with specific reference to hospitality services. The influence of price-based measures on perceived service value was examined within the framework of the utilitarian theory. It was argued that price based measures of acquisition and transaction utilities may provide reasonable representation of perceived service value. The operationalization of acquisition and transaction utilities was elaborated upon and it was argued that within a service exchange context, acquisition utility may outperform transaction utility in explaining variance in the perceived value model. The results provided support for the argument. Managerial implications and future research directions are discussed.     

Client-Agency Relationships

Abstract

The increasing occurrence of client turnover and agency switching among client/agency relationships is of concern to advertising agencies throughout the world. It is proposed that small firms could provide a substantial alternative client base for agencies in order to dampen the impact of uncertainty. This study investigates the perceptions held by owner/managers of small firms toward agencies within New Zealand. We identified two groups of respondents–those who perceived agency contribution to store performance as high and those who perceived it to be low.Significant differences were found between the two group' response ratings on advertising agency services, agency attributes and selection criteria. We conclude by discussing the managerial implications of this study and provide directions for future research in this area     

Investigating Antecedents of Behavioral Intentions in Mobile Commerce

ABSTRACT

Despite the importance of mobile commerce (m-commerce) as an emerging channel of communication, marketing, and sales in business, few studies address how consumers decide to use m-commerce. In this study, we develop a conceptual framework for investigating the role of the perceived ease of use, perceived usefulness, and perceived enjoyment in determining consumers' intention to use m-commerce. We also investigate the importance of social influence in determining intention to use m-commerce. We draw on the Technology Acceptance Model (TAM) to develop our theoretical model. The empirical examination of our research model indicates that extrinsic and intrinsic motivations positively impact intention to use m-commerce. The current research model and its results could provide a rigorous basis for understanding consumers' behavior in wireless contexts.     

Gay men on film: A typology of the scopophilic consumption pleasures of cultural text

In this paper, drawing on feminist film criticism, cultural theory, and reader response criticism, I discuss the consumption experience of viewing in the context of the analysis and interpretation of Hollywood films that represent gay characters. I then discuss various films in light of these concepts: The Boys in the Band from the 1970s, Cruising from the 1980s, and several films from the “Gay 90s” including Philadelphia and In & Out. Portrayals of gay men have changed dramatically over the years: from those of lonely, sad, and self‐loathing queens to dangerous and perverse leathermen to the very positive and seemingly affirming representations in 1990s films. A theoretical interpretation‐in the form of a typology of scopophilic pleasures‐is offered to further an understanding of these filmic portrayals and the consumption pleasure viewers may derive from watching.     

To Help or Not to Help? Personal Value for Diversity Moderates the Relationship Between Discrimination Against Minorities and Citizenship Behavior Toward Minorities

Using the scope of justice perspective (Deutsch in J Soc Issues 31(3):137–149, 1975; Opotow in Conflict, cooperation, and justice: essays inspired by the work of Morton Deutsch, 1995, J Soc Issues 52:19–24, 1996), we examined whether and how the relationship between perceived discrimination against minorities at work (i.e., racial minorities and females) and citizenship behavior toward minorities can be modified by personal value for diversity. Based on a survey of 173 employees, unexpectedly, we found a negative relationship between perceived discrimination against minorities at work and citizenship behavior toward minorities. However, consistent with our expectations and the scope of justice, we found that the negative relationship was attenuated for those high in personal value for diversity.     

The Gay Family in the Ad: Consumer Responses to Non-traditional Families in Marketing Communications

This paper investigates consumer responses to gay families portrayed in advertising, drawing on critical visual analysis, reader response analysis and queer theory. Twenty-five consumers were interviewed about a selection of family oriented ads. Several themes emerged from the interviews, including straightening up – reading apparently gay images as heterosexual, or straight, despite rather overt gay signals. This important interpretive phenomenon seems to "interfere" with processing of apparently gay imagery, revealing interesting interpretive strategies. Findings are discussed within the advertising as representation research tradition, and illuminate interpretive strategies that consumers use when confronted with culturally sensitive images in advertising.     

Consumer myths and the gay men and women who believe them: a qualitative look at movements and markets

Using focus group data from six different conversations in two U.S. cities, this study examines how advertising, corporate policies toward sexual minority employees, and sponsorship of events and charities central to the gay and lesbian community affect the perceived “gay‐friendly” status of brands and companies. This study also explores how gay and lesbian respondents understand their role as distinct consumers in relation to gay social movements. In contrast to cultural critiques that argue that constructions of gay consumer markets are antithetical to gay social movements, this study shows how actual gay and lesbian consumers not only understand this dialectic, but also use it as both self‐validation and as leverage in achieving social gains. © 2010 Wiley Periodicals, Inc.     

Understanding gay consumers’ clothing involvement and fashion consciousness

This study’s primary objective was to provide a better understanding of gay consumers’ clothing involvement and fashion consciousness. Personal in‐depth interviews were conducted with 13 gay professionals in Canada. One hundred and forty‐five usable survey questionnaires were also collected from gay consumers. The Fashion Involvement Index Scale (FII scale) was adapted for this study. Interview participants indicated that, in general, gay men tend to be more fashion conscious than heterosexual men. Survey results also indicated two dimensions, fashion interest and fashion awareness that were found to be stronger for this group of gay consumers than for heterosexual men. The FII value for the survey participants also resulted in a sum score mean value of 11.2, a medium level of fashion involvement that is a slightly higher level than has been found for heterosexual consumers. Interestingly, this study does not provide strong evidence of gay consumers’ involvement in cutting‐edge fashion trends.     

The precarity of respectable consumption: normalising sexual violence against women

ABSTRACT

Drawing upon feminist scholarship, this study offers insights into how respectable consumption exacerbates precarity and contributes to normalisation of sexual violence in Delhi, India. It helps to uncover androcentricity of respect that has been under-examined in marketing theory. This research identifies androcentric discourse of izzat or respect as a key discursive apparatus that enframes sexual violence against women. In this discourse, women are carriers of family traditions and respect or honour. Moreover, norms of consumption get situated within discourse of izzat and alterity is created from women who do not follow these norms. Such women, labelled as unrespectable, live under conditions of heightened precarity and are blamed for the sexual violence they face. Therefore, this work offers insights into normalisation of sexual violence that have not been understood in marketing theory.     

Broadband in Telework,Health and Safety: The User Perspective

ABSTRACT

Broadband potentially has strong influence on social issues such as mobility (telework), health, and public and personal safety. To understand and to predict the adoption of broadband services in these domains, it is necessary to ask (potential) users of those services about their actual usage and expectations. Our research is an exploration of these issues. Results show that broadband connections, applications and services do not yet play an important role in the social issues covered in this research. This is understandable, since many real broadband services are not yet offered on a large scale. When looking at the perceived positive aspects of broadband services and applications, especially in telework and health care, it seems socially desirable, for example, government and employers to stimulate telework and the development of broadband health care services. In the public and personal safety domain the role of broadband is not so self-evident for the potential users of broadband services.     

Lose like a man: body image and celebrity endorsement effects of weight loss product purchase intentions

Abstract

Recent research suggests men are increasingly concerned with their body size, which has led to a corresponding increase in marketing efforts for weight loss products geared toward them. In many cases, these ads include athlete endorsers of the product. Drawing from the match-up hypothesis and social comparison theory, this study employed structural equation modeling to explore relationships between men’s body image, endorser credibility, advertisement believability, and purchase intentions for weight loss products using two advertisements featuring former professional athlete endorsers. Results indicate an inverse relationship between consumer body image and athlete endorser credibility, such that individuals with lower body image perceived the endorsers as more credible. Further, athlete endorser credibility was positively associated with advertisement believability, which itself was associated with purchase intentions. These findings suggest that athlete endorsers are an effective tool in marketing weight loss products to men, particularly those with negative body image. Further implications and directions for future research are discussed.     

A conversational approach to consumer vulnerability: performativity,representations, and storytelling

ABSTRACT

This conceptual article provides a conversational analysis of consumer vulnerability, which unveils how vulnerability is made through conversations and interactions among actors holding different market power positions. Three types of conversations prove fruitful to pursue a transformative research agenda improving vulnerable consumers’ well-being: (1) performativity, which unpacks agency and finalism in conversations; (2) social representations, which reveal uneven power positions and normativity expressed by participants in a conversation; and (3) storytelling, which reveals alternative and more powerful persuasive mechanisms of conversations framed as stories. Illustration for these types of conversations comes from extensive review of the literature on consumer vulnerability and from a critical consideration of my life-as-researcher with consumers as varied as gays, homeless people, migrants, second-generation immigrants, and subcultures of consumption.     

Investigating the Moderating Effects of Perceived Technological Change on Sales Force Acceptance

ABSTRACT

Purpose: Prior literature has shown that the acceptance of new technologies can improve the long-term performance of sales forces and firms. However, new technologies are likely to introduce obstacles to acceptance, especially for those technologies that represent a massive change for the user. Sales force members who drastically change their work processes in order to integrate a technology sacrifice both time and effort and may be distracted from their primary goals (e.g. hitting deadlines or sales goals). Thus, we investigate how perceived technological change can negatively moderate individual motives to accept a new technology. Furthermore, we analyze how managerial support can help overcome the acceptance issues caused by perceived technological change.

Methodology/approach: Data for this study was collected from 163 sales force members via an online survey. Respondent data was collected using a private market research firm that provides access to online panels. We utilize structural equation modeling for factor analysis and ordinary least squares (OLS) regression for testing the hypotheses.

Findings: We find that perceived technological change negatively moderates the influence of individual goal orientation on to acceptance of new technology. We also find that managerial support, as opposed to team goal commitment, will positively moderate an individual’s goal orientation onto acceptance of new technology. This suggests that managerial support is necessary in order to encourage acceptance of technologies that present drastic change for the end user. Post-hoc analysis takes a deeper look into potential curvilinear effects, a three-way interaction, and differences among categories of technologies. This analysis reveals that the negative influence of perceived technological change specifically affects the acceptance of behavioral-based technologies, as opposed to outcome-based technologies, thus necessitating the moderating influence of managerial support.

Contribution: This study demonstrates the acceptance issues presented by technologies associated with drastic perceived technological change. This article identifies and suggests how to more appropriately enhance acceptance of technologies that introduce drastic changes by sales force employees, thus enhancing potential long-term organizational performance.     

Consumer Responses to Sexual Magazine Covers on a Men's Magazine

SUMMARY

Competing men's magazines often use sexually attractive cover models to enhance circulation. This investigation tested the efficacy of sexual cover models on consumer outcome variables including magazine interest and purchase intention, as well as on psychological variables such as sexual arousal and social comparison. Overall, magazine interest-value and purchase intention were significantly higher in the sexual condition, as were sexual arousal and tendency for upward social comparison. Discussions on sexual information processing and implications for management and future research are offered.