Revising the myth of gay consumer innovativeness
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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Vaidyanathan, Rajiv & Aggarwal, Praveen, 2003. "Who is the fairest of them all? An attributional approach to price fairness perceptions," Journal of Business Research, Elsevier, vol. 56(6), pages 453-463, June.
- 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.
- 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.
- Roehrich, Gilles, 2004. "Consumer innovativeness: Concepts and measurements," Journal of Business Research, Elsevier, vol. 57(6), pages 671-677, June.
- Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. " The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 434-48, December.
- Hirschman, Elizabeth C, 1980. " Innovativeness, Novelty Seeking, and Consumer Creativity," Journal of Consumer Research, University of Chicago Press, vol. 7(3), pages 283-95, December.
- 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.
- 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.
- Kates, Steven M, 2002. " The Protean Quality of Subcultural Consumption: An Ethnographic Account of Gay Consumers," Journal of Consumer Research, University of Chicago Press, vol. 29(3), pages 383-99, December.
- Marieka Klawitter, 1998. "Why Aren't More Economists Doing Research on Sexual Orientation?," Feminist Economics, Taylor & Francis Journals, vol. 4(2), pages 55-59.
- Fisher, Robert J & Price, Linda L, 1992. " An Investigation into the Social Context of Early Adoption Behavior," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 477-86, December.
- Steenkamp, Jan-Benedict E M & Gielens, Katrijn, 2003. " Consumer and Market Drivers of the Trial Probability of New Consumer Packaged Goods," Journal of Consumer Research, University of Chicago Press, vol. 30(3), pages 368-84, December.
- Richard Florida & Charlotta Mellander, 2010. "There goes the metro: how and why bohemians, artists and gays affect regional housing values," Journal of Economic Geography, Oxford University Press, vol. 10(2), pages 167-188, March.
- Gatignon, Hubert & Robertson, Thomas S, 1985. " A Propositional Inventory for New Diffusion Research," Journal of Consumer Research, University of Chicago Press, vol. 11(4), pages 849-67, March.
- K. Jöreskog, 1971. "Simultaneous factor analysis in several populations," Psychometrika, Springer, vol. 36(4), pages 409-426, December.
- 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.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:62:y:2009:i:1:p:134-144. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.