Revising the myth of gay consumer innovativeness
Vandecasteele, Bert Geuens, Maggie
Vandecasteele, Bert
Geuens, Maggie
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2009-01
Journal
Journal of Business Research
Book
Publication Volume
62
Publication Issue
1
Publication Begin page
82
Publication End page
92
Publication Number of pages
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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
35 Commerce, Management, Tourism and Services, Sexual and Gender Minorities (SGM/LGBT*)