Title
Revising the myth of gay consumer innovativeness Revising the myth of gay consumer innovativeness
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
New York ,
Subject
Economics
Source (journal)
Journal of business research. - New York
Volume/pages
62(2009) :1 , p. 134-144
ISSN
0148-2963
ISI
000261897400015
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
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.
E-info
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000261897400015&DestLinkType=RelatedRecords&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000261897400015&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000261897400015&DestLinkType=CitingArticles&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848