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Consumer innovativeness and GLB: a comparative study

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  • Vandecasteele, B.
  • Geuens, M.

    ()
    (Vlerick Leuven Gent Management School)

Abstract

Gays are often assumed to be innovators, but academic evidence for this assumption is lacking. Therefore, the objective of this paper was to test whether gays and heterosexuals really differ in innate and realized innovativeness, and whether the relations between the variables in an innovativeness model differ for both groups. An internet survey involving 833 respondents was carried out. MANOVA results revealed an important interaction effect between gender and sexual orientation. Gay men seem slightly more innovative than heterosexual men, but the opposite holds true for gay and heterosexual women. The innovativeness model did not differ for the four different groups (gay men, heterosexual men, gay women, heterosexual women).

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Bibliographic Info

Paper provided by Vlerick Leuven Gent Management School in its series Vlerick Leuven Gent Management School Working Paper Series with number 2006-04.

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Length: 34 pages
Date of creation: 01 Mar 2006
Date of revision:
Handle: RePEc:vlg:vlgwps:2006-04

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  1. Christopher S. Carpenter, 2005. "Self-reported sexual orientation and earnings: Evidence from California," Industrial and Labor Relations Review, ILR Review, Cornell University, ILR School, vol. 58(2), pages 258-273, January.
  2. K. J├Âreskog, 1971. "Simultaneous factor analysis in several populations," Psychometrika, Springer, vol. 36(4), pages 409-426, December.
  3. Midgley, David F & Dowling, Grahame R, 1978. " Innovativeness: The Concept and Its Measurement," Journal of Consumer Research, University of Chicago Press, vol. 4(4), pages 229-42, March.
  4. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 25(1), pages 78-90, June.
  5. Roehrich, Gilles, 2004. "Consumer innovativeness: Concepts and measurements," Journal of Business Research, Elsevier, vol. 57(6), pages 671-677, June.
  6. Bearden, William O & Etzel, Michael J, 1982. " Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 183-94, September.
  7. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. " Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 50-66, June.
  8. Grewal, Rajdeep & Mehta, Raj & Kardes, Frank R., 2000. "The role of the social-identity function of attitudes in consumer innovativeness and opinion leadership," Journal of Economic Psychology, Elsevier, vol. 21(3), pages 233-252, June.
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