Sheds light on consumer patterns of gay men and shows how mainstream businesses can tailor their marketing methods to this population. After a chapter overview on deviant subculture, gay identity, and symbolic meaning of consumer products, 44 gay men from Toronto are introduced and their day-to-day buying patterns are explored. Includes questionnai
Sheds light on consumer patterns of gay men and shows how mainstream businesses can tailor their marketing methods to this population. After a chapter...
