Sexual Orientation and Consumer Behavior: A Meta-analysis

性取向和消费者行为：荟萃分析

• 批准号: 329083100
• 负责人: Professor Dr. Martin Eisend
• 金额: --
• 依托单位: Lehrstuhl für BWL, insb. Internationales Marketing
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2016
• 资助国家: 德国
• 起止时间: 2015-12-31 至 2018-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/329083100?language=en
• 关键词: Sexual; Orientation; Consumer; Behavior; Meta

A considerable number of studies has investigated the behavior of homosexual consumers and compared this behavior with the behavior of the majority of heterosexual consumers. The studies provide inconsistent findings that show that either differences exist between homosexuals and heterosexuals or that these differences are not significant. The theoretical accounts are not consistent either, suggesting both differences as well as convergence in consumer behavior. This meta-analysis tries to answer the question whether the behavior of homosexual and heterosexual consumers differs, how these differences look like, and how they can be explained.The meta-analysis applies several explanatory factors that have been ignored by prior research, mainly because they are difficult to investigate. These factors include cultural differences, changes over time, gender and other demographic characteristics of study participants as well as method details (e.g., sampling procedure).The project contributes to science, practice, and society. The scientific contribution refers to the integration of results and the explanation of inconsistencies in findings regarding the influence of sexual orientation on consumer behavior. The project explains inconsistencies in prior research and helps to evaluate the relevance of different theoretical ac-counts. The meta-analysis further can identify strong findings that have been under-researched as promising future research areas. By this, the project provides a new re-search agenda for consumer and marketing research as well as for sociological research concerning homosexuality. As a contribution to practitioners, the findings of the meta-analysis provide information to marketing and communication managers in marketing departments or advertising agencies on show how to address homosexual consumers appropriately. Whether and how homosexual and heterosexual consumers differ provides an important contribution to the political discussion in society on the equality of rights movements of the homosexual minority. Discrimination is based on the assumption that differences exist. An answer to the question whether these differences indeed exist and, if so, how they can be explained by culture, demographics, etc. can reduce discrimination and support equality of chances.

相当多的研究调查了同性恋消费者的行为，并将这种行为与大多数异性恋消费者的行为进行了比较。这些研究提供了不一致的结果，表明同性恋者和异性恋者之间存在差异，或者这些差异并不显著。理论上的解释也不一致，这表明消费者行为既有差异，也有趋同。本研究试图回答同性恋和异性恋消费者的行为是否存在差异、这些差异是什么样的、以及如何解释这些差异的问题。本研究采用了几个先前研究所忽略的解释因素，主要是因为它们很难调查。这些因素包括文化差异、随时间的变化、研究参与者的性别和其他人口统计学特征以及方法细节（例如，该项目对科学、实践和社会都有贡献。科学贡献指的是整合的结果和解释的不一致的发现，有关性取向对消费者行为的影响。该项目解释了先前研究中的不一致性，并有助于评估不同理论账户的相关性。元分析还可以识别出研究不足的强有力的发现，作为有前途的未来研究领域。通过这一点，该项目提供了一个新的研究议程，消费者和营销研究以及社会学研究同性恋。作为对从业人员的贡献，元分析的结果为营销部门或广告公司的营销和沟通经理提供了如何适当地解决同性恋消费者问题的信息。同性恋和异性恋消费者是否以及如何不同，为社会上关于同性恋少数群体权利平等运动的政治讨论提供了重要的贡献。歧视是基于存在差异的假设。回答这些差异是否确实存在，如果存在，如何用文化、人口统计学等来解释这些差异的问题，可以减少歧视，支持机会平等。