Open AccessOsoby nieheteroseksualne jako konsumenci
Author(s) -
Mateusz Wrona
Publication year - 2019
Publication title -
forum socjologiczne
Language(s) - English
Resource type - Journals
ISSN - 2083-7763
DOI - 10.19195/2083-7763.9.5
Subject(s) - human sexuality , psychology , sexual orientation , identity (music) , social psychology , coming out , social identity theory , social group , sociology , gender studies , aesthetics , art
Non-heterosexual people as consumers The article presents a description of non-heterosexual customers. The author took into consideration aspects of sexuality emerging from the creation of new social groups according to a gay-friendly strategy. The main goal was to show how sexual identity influences customer behaviors. Social exclusion of non-heterosexual people was mentioned as the main cause of the creation of gay or lesbian social groups. The article also presents correct and incorrect examples of the implementation of gay-friendly strategy.