search query: @freeterm Sexual orientation / total: 25
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| Author: | Bunett, J. |
| Title: | Gays: feelings about advertising and media used |
| Journal: | Journal of Advertising Research
2000 : APR, VOL. 40:1,2, p. 75-84 |
| Index terms: | ADVERTISING RESEARCH MARKETS |
| Freeterms: | Sexual orientation |
| Language: | eng |
| Abstract: | The gay and lesbian community is emerging as a target market of great potential. Still, very little is known about this consumer group - especially in a business context. This study surveyed a sample of homosexual consumers and compared them to a heterosexual sample. The findings indicate that the homosexual group differs in respect to media usage and attitudes toward advertising. Specifically, the homosexual consumer reads different newspapers and magazines, watches different television shows, listens to different radio programs, and is more likely to use catalogs and online resources. |
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