Consumer innovativeness and GLB: a comparative study
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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