Title

Typology of Gay Consumers' Interaction Styles on Complaining Propensity

Authors

Authors

E. D. Olson;H. Ro

Comments

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Abbreviated Journal Title

J. Homosex.

Keywords

gay consumers; gay male; interaction styles; negative evaluation; cluster analysis; stigma-consciousness; complaining propensity; collective self-esteem; openness; NEGATIVE EVALUATION SCALE; COLLECTIVE SELF-ESTEEM; IDENTITY; FEAR; BEHAVIOR; MEN; SOCIALIZATION; MARKETPLACE; POPULATIONS; ANXIETY; Psychology, Multidisciplinary; Social Sciences, Interdisciplinary

Abstract

The purpose of this study is to develop a typology of gay male consumers based on self-concept variables related to social interactions. Openness about sexual orientation, collective self-esteem, stigma-consciousness, and negative evaluation were used to identify clusters of gay male consumers. An initial test sample (n = 125) suggested a three-cluster solution, and a validation sample (n = 247) established reproducibility of the proposed typology. Three clusters with distinct interaction styles emerged: "confident gay," "diffident gay," and "guarded gay." Additionally, the usefulness of the typology is demonstrated by comparing the clusters on the basis of complaining propensity. Typologies of each cluster and implications for research and practice are discussed.

Journal Title

Journal of Homosexuality

Volume

62

Issue/Number

5

Publication Date

1-1-2015

Document Type

Article

Language

English

First Page

664

Last Page

682

WOS Identifier

WOS:000351747600006

ISSN

0091-8369

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