Consumer Purchase Style of LGBT Individuals

Öz

LGBT individuals, which have existed for a long time but are more pronounced today, are now accepted as a growing market segment. However, in many consumer studies, the gender variable is only considered between male and female groups. The aim of this study is to determine the Purchase Style of LGBT individuals, to evaluate the cosmetics, clothing, entertainment expenditure behavior, and to reveal the differences between heterosexual individuals as consumers. As a result of the study, a significant difference was found between heterosexual and LGBT individuals in quality-orientation and diversity complexity in female participants, and only in brand focus among male participants. The only significant difference in this research was found between male groups in entertainment expenditure.

Anahtar Kelimeler

• LGBT Consumer
• Sexual Orientation
• purchase style

LGBT Bireylerin Tüketici Satın Alma Tarzı

Öz

Eskiden beri varolan, günümüzde daha rahat telaffuz edilen LGBT bireyler artık büyüyen bir pazar bölümü olarak kabul edilmektedir. Ancak birçok tüketici araştırmasında cinsiyet değişkeni sadece kadın ve erkek gruplar arasında ele alınmaktadır. Bu çalışmanın amacı, LGBT bireylerin satın alma tarzlarını tespit etmek ve kozmetik, giyim, eğlence harcama davranışını değerlendirmek, tüketici olarak hetoroseksüel bireyler ile farklılıklarını ortaya koymaktır. Araştırma sonucunda heteroseksüeller ile LGBT bireyler arasında kadın katılımcılarda kalite odaklılık ve çeşit karmaşasında, erkek katılımcılarda ise sadece marka odaklılıkta anlamlı farklılık bulunmuştur. Eğlence harcamasında sadece erkek gruplar arasında anlamlı farklılık ortaya çıkmıştır.

Anahtar Kelimeler

• LGBT Tüketici
• Cinsel yönelim
• Satın Alma Tarzı

Kaynakça

1. Alden H. L. and K. F. Parker. (2005). “Gender Role Ideology, Homophobia and Hate Crime: Linking Attitudes to Macro-Level Anti-Gay and Lesbian Hate Crimes”. Deviant Behavior, 26 (4), 321-343.
2. Almeida, J., Johnson, R. M., Corliss, H. L., Molnar, B. E., & Azrael, D. (2009). Emotional distress among LGBT youth: The influence of perceived discrimination based on sexual orientation. Journal of youth and adolescence, 38(7), 1001-1014.
3. Aydın, O. (2017). Utangaç tüketici ölçeğinin geliştirilmesi ve tüketici karar verme tarzlarına etkisi.
4. Baxter, S. C. (2010). Evidence on the marketing approaches targeting gay and lesbian consumers. Global Journal of Business Research, 4(2), 125-139.
5. Bailey, J. M., Vasey, P. L., Diamond, L. M., Breedlove, S. M., Vilain, E., & Epprecht, M. (2016). Sexual orientation, controversy, and science. Psychological Science in the Public Interest, 17(2), 45-101.
6. Barbee, A. P., Cunningham, M. R., Winstead, B. A., Derlega, V. J., Gulley, M. R., Yankeelov, P. A., & Druen, P. B. (1993). Effects of gender role expectations on the social support process. Journal of Social Issues, 49(3), 175-190.
7. Bem, S. L. (1974). “The Measurement Of Psychologıcal Androgyny”, Journal of Consulting and Clinical Psychology, 42/2, 155-162.
8. Bem, S. L., & Lenney, E. (1976). Sex typing and the avoidance of cross-sex behavior. Journal of personality and social psychology, 33(1), 48.

9. Bem, S.L. (1981). “Gender Schema Theory: A Cognitive Account of Sex Typing”, Psychological Review, 88, 354-364.
10. Bilodeau, B. (2005). Beyond the gender binary: A case study of two transgender students at a Midwestern research university. Journal of Gay & Lesbian Issues in Education, 3(1), 29-44.
11. Bornstein, K. (1998). My gender workbook: How to become a real man, a real woman, the real you, or something else entirely. Psychology Press.
12. Brodowsky, G., Granitz, N., & Anderson, B. (2008). The best of times is now: A study of the gay subculture's attitudes toward time. Time & Society, 17(2-3), 233-260.
13. Clark, D. (1995). Commodity lesbianism (pp. 484-500). Duke University Press.
14. Corbett, G. (2000) ‘Women, body image and shopping for clothes’, in Baker, A. (ed.) Serious Shopping: Essays in Psychotherapy and Consumerism, Free Association Books, London, UK.
15. Cronin, H. (1993). The ant and the peacock: Altruism and sexual selection from Darwin to today. Cambridge University Press.
16. Dembroff, R. A. (2016). What is sexual orientation?. Philosophers’ İmprint, January Volume 16, No. 3, 1.
17. Diamond, L. M. (2008). Female bisexuality from adolescence to adulthood: results from a 10-year longitudinal study. Developmental psychology, 44(1), 5.
18. Dodd, C. A., Linaker, A., & Grigg, N. P. (2005). He's gotta have it: Shopping dependence and the homosexual male clothing consumer. Journal of Consumer Behaviour: An International Research Review, 4(5), 374-389.
19. Dökmen, Z. (2004). Toplumsal Cinsiyet, Sistem Yayıncılık, İstanbul.
20. Eagly, A. H., Wood, W., & Diekman, A. B. (2000). Social role theory of sex differences and similarities: A current appraisal. The developmental social psychology of gender, 12, 174.
21. Elkins, R., & King, D. (1996). Blending genders: An introduction. In R. Elkins & D. King (Eds.), Blending genders: Social aspects of cross-dressing and sex changing (pp. 1-4). New York: Routledge.
22. Elliot, R. (2000) ‘Social power, self-identity and addictive consumption’, in Baker, A. (ed.) Serious Shopping: Essays in Psychotherapy and Consumerism, Free Association Books, London, UK.
23. Foucault, M. 1990. The History of Sexuality Vol 1. An Introduction. New York: Vintage.
24. Fugate, D. L. (1993). Evaluating the US male homosexual and lesbian population as viable target market segment: Review with implications. Journal of consumer Marketing. 10 (4), 46-57.
25. Güner, U., Kalkan, P., Öz, Y., Özsoy, E. C., & Söyle, F. (2011). Türkiye’de Cinsel Yönelim Veya Cinsiyet Kimliği Temelinde Ayrimciliğin İzlenmesi Raporu. Istanbul, Turkey: Insan Haklari Hukuku Uygulama Ve Arastirma Merkezi, Istanbul University.
26. Hutson, D. J. (2010). Standing out/fitting in: Identity, appearance, and authenticity in gay and lesbian communities. Symbolic Interaction, 33(2), 213-233.
27. Hembree, W. C., Cohen-Kettenis, P., Delemarre-Van De Waal, H. A., Gooren, L. J., Meyer III, W. J., Spack, N. P., & Montori, V. M. (2009). Endocrine treatment of transsexual persons: an Endocrine Society clinical practice guideline. The Journal of Clinical Endocrinology & Metabolism, 94(9), 3132-3154.
28. Hughes, H. L. (2006). Pink tourism: Holidays of gay men and lesbians. CABI.
29. Jilma‐Stohlawetz, P., Homoncik, M., Drucker, C., Marsik, C., Rot, A., Mayr, W. R., & Jilma, B. (2001). Fy phenotype and gender determine plasma levels of monocyte chemotactic protein. Transfusion, 41(3), 378-381.
30. Johnson, B. (1993). The gay quandary: Advertising’s most elusive, yet lucrative target market proves difficult to measure. Advertising Age, 64 (18) (January 18) p. 29.
31. Kagan, J. (1964). Acquisition and significance of sex-typing and sex role identity. In M. L. Hoffman & L. W. Hoffman (Eds.), Review of child development research (Vol. 1), Russell Sage Foundation, New York.
32. KAOS, K. G. S. Ç. G., & Grubu, G. S. Ç.(2011). İşçilerin Eşcinselliğini, Eşcinsellerin İşçiliğini Saklamak Zorunda Kalmayacağı Bir Çalışma Ve Sosyal Hayatı Hedefliyoruz!. TTB Mesleki Sağlık ve Güvenlik Dergisi, 17(65), 35-37.
33. Kates, S. M. (1998) Twenty Million New Customers. Understanding Gay Men’s Consumer Behavior, Haworth Press, New York, NY.
34. Kates, S. M. (2013). Twenty Million New Customers!: Understanding Gay Men¿ s Consumer Behavior. Routledge.
35. Kates, S. M. (2004). The dynamics of brand legitimacy: An interpretive study in the gay men's community. Journal of consumer research, 31(2), 455-464.
36. Kohlberg, L. A. (1966). Cognitive-developmental analysis of children's sex-role concepts and attitudes. In E. E. Maccoby (Ed.), The development of sex differences, California Stanford University Press, Stanford.
37. Lombardi, E. L., Wilchins, R. A., Priesing, D., & Malouf, D. (2002). Gender violence: Transgender experiences with violence and discrimination. Journal of homosexuality, 42(1), 89-101.
38. Lukenbill, W. B. (1998). Observations on the corporate culture of a gay and lesbian congregation. Journal for the Scientific Study of Religion, 440-452.
39. Macionis, John J. (2017). Sosyoloji. Nobel Akademik Yayıncılık.
40. Miller, C. (1990). Gays are affluent but often overlooked market. Marketing News, 24, 2.
41. Miller, C. (1992). Mainstream marketers decide time is right to target gays. Marketing News (July 20), p. 8
42. Morrison, M. A., Morrison, T. G., & Sager, C. L. (2004). Does body satisfaction differ between gay men and lesbian women and heterosexual men and women?: A meta-analytic review. Body image, 1(2), 127-138.
43. Nakip, M., (2003, Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamaları 1.Baskı, Seçkin Yayıncılık, Ankara.
44. Oakenfull, G. (2012). Gay consumers and brand usage: The gender‐flexing role of gay identity. Psychology & Marketing, 29(12), 968-979.
45. Oakenfull, G. W. (2018). Lesbian Consumers and the Myth of an LGBT Consumer Market. Feminist Perspectives on Advertising: What’s the Big Idea.
46. Özkan, Yusuf (2018), BBC Türkçe, https://www.bbc.com/turkce/haberler-dunya-44999996 (Erişlim: 28.05.2021)
47. Patulny, R., & Pini, B. (2013). Counting men: Quantitative approaches to the study of men and masculinities. In Men, masculinities and methodologies (pp. 115-128). Palgrave Macmillan, London.
48. Pereira, S. J. N., & Ayrosa, E. A. T. (2012). Between two worlds: an ethnographic study of gay consumer culture in Rio de Janeiro. BAR-Brazilian Administration Review, 9(2), 211-228.
49. Peñaloza Lisa PhD (1996). We're Here, We're Queer, and We're Going Shopping!, Journal of Homosexuality, 31:1-2, 9-41.
50. Pope, H. G., Phillips, K. A., & Olivardia, R. (2000). The Adonis complex: The secret crisis of male body obsession. Simon and Schuster.
51. Reilly, A., Rudd, N. A., & Hillery, J. (2008). Shopping behavior among gay men: Issues of body image. Clothing and Textiles Research Journal, 26(4), 313-326.
52. Rudd, N. A. (1996). Appearance and self-presentation research in gay consumer cultures: Issues and impact. Journal of Homosexuality, 31(1-2), 109-134.
53. Rust, P. C. R. (2002). Bisexuality: The state of the union. Annual review of sex research, 13(1), 180-240.
54. Segal, R.L.(1992). “Neuromuscular compartments in the human biceps brachii muscle”, Neurosci Lett, 140, 98-102.
55. Sergios, P., & Cody, J. (1986). Importance of physical attractiveness and social assertiveness skills in male homosexual dating behavior and partner selection. Journal of Homosexuality, 12(2), 71-84.
56. Solomon, M. R. (1994). Consumer Behavior: Buying, Having and Being. 2 nd Ed., Massachusetts: Paramount Publishing.
57. Spencer, B. (1996). Normative context of sexual behaviour and choice of prevention strategies. In M. Bozon, & H. Leridon (Eds.). Sexuality and Social Sciences -An analysis of the French Social Behavior Survey. London: Dartmouth, forthcoming.
58. Sprotles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 20(2), 267-279.
59. Vandecasteele, B., & Geuens, M. (2009). Revising the myth of gay consumer innovativeness. Journal of Business Research, 62(1), 134-144.
60. Vencill, J. A., & Israel, T. (2018). Shining a light into the darkness: Bisexuality and relationships.
61. Vicinus, M. (2001). “The gift of love”: Nineteenth‐century religion and lesbian passion. Nineteenth Century Contexts, 23(2), 241-264.
62. Wardlow, D. L. (Ed.). (1996). Gays, lesbians, and consumer behavior: Theory, practice, and research issues in marketing. Psychology Press.
63. Wilchins, R. A. (1997). Read my lips: Sexual subversion and the end of gender. Ithaca, NY: Firebrand Books. https://www.dw.com/tr/dünyada-eşcinselligin-kabul-görme-oranı-artıyor/a-53942107 (Erişim: 28.05.2021)