Revising the myth of gay consumer innovativeness

Bert Vandecasteele and Maggie Geuens

Journal of Business Research, 2009, vol. 62, issue 1, 134-144

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.

Keywords: Consumer; innovativeness; Sexual; orientation; Gender; differences; Buying; behavior (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:1:p:134-144

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