įinding the demographics simply too alluring to pass up, more and more mainstream marketers are headed straight for the gay market. Linda Scott and Craig Thompson, Madison, WI : Association for Consumer Research, Pages. Joseph Chen, May Aung, Jianping Liang and Ou Sha (2004) ,'The Dream Market: an Exploratory Study of Gay Professional Consumers’ Homosexual Identities and Their Fashion Involvement and Buying Behavior', in GCB - Gender and Consumer Behavior Volume 7, eds. Finally, marketing implications and limitations are also presented. The results of our exploratory study revealed that all informants belong to the category of disclosure to heterosexuals and they seemed to be more self-centered and brand loyal toward product selection. Ten in-depth interviews were conducted with gay professionals. The study further explores the impact of marketing mix factors on clothing consumption.
ABSTRACT - This paper explores the clothing purchasing behavior characteristics occurring in gay professional consumers according to their different identity management- 1) disclosure to gay others, 2) disclosure to heterosexual others, and 3) resistance rituals (i.e., not identifying with gay men) (Kates 1998) in downtown Toronto.
