Past, Present, and Future of Gay and Lesbian Consumer Research: Critical Review of the Quest for the <i>Queer Dollar</i>

Ginder, Whitney; Byun, Sang‐Eun

doi:10.1002/mar.20821

Cited by 56 publications

(48 citation statements)

References 50 publications

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“…Yet these same employees may experience backlash from other customers who misinterpret these signals or find them too explicit in nature (Oakenfull & Greenlee, 2005). Furthermore, as an increasing number of countries permit homosexuals to marry and more people are accepting of homosexuality in general (Brown, 2017), “market‐manifested stereotypes of gayness” (Ginder & Byun, 2015, p.835) might prevail or dissipate as gay identity becomes increasingly mainstream and accepted in these countries.…”

Section: Discussionmentioning

confidence: 99%

Intrasexual female competition and female trust in gay male sales associates’ recommendations

Russell

Bradshaw

Rosenbaum

et al. 2019

Psychology and Marketing

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These studies draw on evolutionary psychology and intrasexual female competition to examine why female shoppers often prefer working with gay male (GM) sales associates over heterosexual female (HF) sales associates. Study 1 finds that female shoppers often attribute trustworthiness to GM sales associates. Study 2 draws on theories of intrasexual competition and shows that female shoppers are more likely to trust product recommendations from a GM sales associate than an HF sales associate when they feel a sense of competitiveness with the female associate. Study 3 reveals that female shoppers’ trust in GM sales associates is limited to situations in which they are intending to purchase products that are meant to enhance their physical appearance. Study 4 extends these findings by showing that women are more likely to trust GM sales associates (vs. HF sales associates) when the objective of their purchase is to attract a desirable mate. The findings suggest that retailers should hire a diverse workforce and consider the role of e‐commerce in helping some female shoppers avoid potentially uncomfortable situations.

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Section: Discussionmentioning

confidence: 99%

Intrasexual female competition and female trust in gay male sales associates’ recommendations

Russell

Bradshaw

Rosenbaum

et al. 2019

Psychology and Marketing

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“…Kates, 2002;Visconti, 2008). Ginder and Byun (2015) have provided a thorough and detailed review of the research to date. However, their objective was not to identify or address the underlying assumptions and outlying limitations of this research area as a whole.…”

mentioning

confidence: 99%

Towards (and beyond) LGBTQ+ studies in marketing and consumer research

Coffin¹,

Eichert²,

Nölke³

2019

Handbook of Research on Gender and Marketing

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This chapter provides a critical review of research concerning Lesbian, Gay, Bisexual, Trans*, Queer, and other non-heterosexual people (LGBTQ+) 1 in the field of marketing and 1 While many phenomena are complex, dynamic, and contingent, sexual identities are a particularly contested discursive terrain (see Ghaziani, 2017;Weeks, 2007Weeks, , 2017. We understand sexuality as a fluid entanglement of desires, practices, and identity propositions that are continually negotiated by individuals and collectives. These characteristics pose a challenge to researchers seeking a parsimonious but accurate label that encompasses all nonheterosexual sexualities. The acronym LGBTQ+ refers to the five main identity categories within this collective -Lesbian, Gay, Bisexual, Trans*, and Queer. Trans* is the umbrella term used by those who do not identify with the gender identity that they were assigned at birth (known as cis people; 'trans-' stems from the Latin word for 'across', while its antonym 'cis-' refers to 'this side of'). Words like transgender, transsexual, and transvestite are also used, but each has a different (and often controversial) meaning (Devor & Dominic, 2015). The asterisk (*) is borrowed from computer sciences where it represents a wildcard placeholder, meaning that trans* encompasses everyone who does not identify as 'cis'. The '+' is used to appreciate that even these five broad labels do not encompass the full variety of sexual and gender subjectivities, and can refer to asexual or questioning people, heterosexual allies, and intersexuals, amongst others. As discussed in the "Future Frontiers" section below,

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“…The gay community has been relatively little addressed in empirical research in marketing and advertising (Kates, 1999), which results in little information about marketing directed to the LGBT community, especially in print media (Um, Kyung-Ok, Eun-Sook & Wilcox, 2015), and LGBT marketing is considered to be at an early stage in its development (Ginder & Byun, 2015). The use of traditional media for advertising campaigns directed to this market still creates doubts in many marketing professionals (Oakenfull & Greenlee 2005), since the main fear of these is a negative reaction of those heterosexual consumers, the largest and most lucrative market, situation that some studies support (Angelini and Bradley, 2010;Um, 2014),.…”

Section: Advertising Campaigns and The Gay Communitymentioning

confidence: 99%

Real inclusion or simulation? An exploration of advertising campaigns and the gay community in Mexico

Martinez¹,

Méndez²,

Lucio³

et al. 2020

telos

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The gay community has generally been stereotyped and excluded from spaces in our society. This is reflected in political or commercial advertising campaigns, with those that have been inclusive being very scarce at a global level. With the aim of analyzing the mechanisms in the current dynamics of advertising campaigns, the present case study makes a literature review and a reflection on this social fact, addressing the feasibility and need to give voice to this community, making a critical analysis of the importance of being inclusive in today's society, suggesting a proposal based on Gross (2001) model applied in advertising campaigns for the gay community in Mexico, and Moreno (2006), that could lead to a huge potential for both Mexican companies and advertising agencies to address this community, not only as a market element, but also as an element of social justice. The results suggest that the existing gap in advertising is evident both in Mexico and Latin American context and including these communities seems to be relevant for both its economies and societies.

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Past, Present, and Future of Gay and Lesbian Consumer Research: Critical Review of the Quest for the Queer Dollar

Cited by 56 publications

References 50 publications

Intrasexual female competition and female trust in gay male sales associates’ recommendations

Intrasexual female competition and female trust in gay male sales associates’ recommendations

Towards (and beyond) LGBTQ+ studies in marketing and consumer research

Real inclusion or simulation? An exploration of advertising campaigns and the gay community in Mexico

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