Revising the myth of gay consumer innovativeness |
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Authors: | Bert Vandecasteele Maggie Geuens |
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Institution: | a Lessius University College and Ghent University, Department of Business Studies, Korte Nieuwstraat 33, 2000 Antwerpen, Belgium b Ghent University, Faculty of Economics and Business Administration and Vlerick Leuven Gent Management School, Department of Marketing, Tweekerkenstraat 2, 9000 Gent, Belgium |
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Abstract: | 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. |
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Keywords: | Consumer innovativeness Sexual orientation Gender differences Buying behavior |
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