Typology of Gay Consumers’ Interaction Styles on Complaining Propensity

Keywords

cluster analysis, collective self-esteem, complaining propensiry, gay consumers, gay male, interaction styles, negative evaluation, openness, stigma-consciousness

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.

Publication Date

1-26-2015

Original Citation

Olson, Eric D. & Ro, Heejung. (2015). A typology of gay consumers’ interaction styles on complaining propensity. Journal of Homosexuality, 62, 664-682.

Number of Pages

664-682

Document Type

Paper

Language

English

Source Title

Journal of Homosexuality

Volume

62

Issue

5

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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