Publication
Title
Revising the myth of gay consumer innovativeness
Author
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.
Language
English
Source (journal)
Journal of business research. - New York
Publication
New York : 2009
ISSN
0148-2963
Volume/pages
62:1(2009), p. 134-144
ISI
000261897400015
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
External links
Web of Science
Record
Identification
Creation 05.05.2009
Last edited 19.09.2017