The gay lifestyle ‐ spaces for a subculture of consumption

The gay lifestyle ‐ spaces for a subculture of consumption Presents a study of designated gay service environments. Conceptually, the study draws together ideas and frameworks from the consumption literature and from the study of service environments. Analyses issues surrounding gay cultural socialization and its effect on consumption patterns and expression through service environments. The study of the interplay between gay subculture and servicescapes is grounded in qualitative and observational data through field work conducted in the Manchester “gay village”. Findings indicate that communitas, individualism and diversity are key facets of the subculture, with bars being used as individual expressions of identity, moods and emotions. Other influences on consumption patterns include interpersonal interaction with friends, the hetero‐ and homosexual cultural interface, and the ambience of the service environment. Discusses implications for the service marketer, such as the application of marketing models to the creation of servicescapes which reflect and suit the subcultures they are designed for; and raises issues for marketing methodology by noting the value of consumption‐based research in creating a picture of the “gay” lifestyle. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The gay lifestyle ‐ spaces for a subculture of consumption

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
D.O.I.
10.1108/02634509810229937
Publisher site
See Article on Publisher Site

Abstract

Presents a study of designated gay service environments. Conceptually, the study draws together ideas and frameworks from the consumption literature and from the study of service environments. Analyses issues surrounding gay cultural socialization and its effect on consumption patterns and expression through service environments. The study of the interplay between gay subculture and servicescapes is grounded in qualitative and observational data through field work conducted in the Manchester “gay village”. Findings indicate that communitas, individualism and diversity are key facets of the subculture, with bars being used as individual expressions of identity, moods and emotions. Other influences on consumption patterns include interpersonal interaction with friends, the hetero‐ and homosexual cultural interface, and the ambience of the service environment. Discusses implications for the service marketer, such as the application of marketing models to the creation of servicescapes which reflect and suit the subcultures they are designed for; and raises issues for marketing methodology by noting the value of consumption‐based research in creating a picture of the “gay” lifestyle.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Sep 1, 1998

Keywords: Consumer behaviour; Homosexuality; Image; Lifestyles; Market segmentation

References

  • Marketing in a postmodern world
    Firat, F.A.; Dholakia, N.; Venkatesh, A.

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