Scholarly Research on LGBTQ+ Consumers

A Selection of Our Published Scholarly Research on the LGBTQ+ Consumer Market [2004 - 2021]

A selection of published peer-reviewed scholarly research on the LGBTQ+ Consumer Market [2004 - 2021]. Dr. Gillian Oakenfull is the leading scholar on the LGBTQ+ consumer marketplace, first publishing empirical work in 2004 and continuing with new work on generational differences in LGBTQ+ identity and expression that exist within today's multigenerational LGBTQ+ marketplace. Recent work focuses on the impact of changing societal attitudes and the new digital ecosystem on LGBTQ+ identity development and expression.

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A Selection of Our Published Scholarly Research on the LGBTQ+ Consumer Market [2004 - 2021]

Fifty Shades of Gay: Genderation and Cultural Intelligence in the LGBTQ+ Marketplace [2021]

Embracing the Glitter on the Rainbow: The Digitalization of LGBTQ Identity Development and Expression in the Marketplace [2020]

Lessons from the Lezbaru- Examining the History of LGBTQ+ Movement to Embrace Marketplace Diversity [2020]

Unraveling the Movement from the Marketplace: Lesbian Responses to Gay-Oriented Advertising [2013]

What Matters: Factors Influencing Gay Consumers’ Evaluations of “Gay-Friendly” Corporate Activities [2012]

Gay Consumers and Brand Usage: The Gender-Flexing Role of Gay Identity [2012]

Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media [2007]

The Gay Identity, Gender and Explicitness of Advertising Imagery on Gay Responses to Advertising [2006]

Queer Eye for a Gay Guy: Using Market-Specific Symbols in Advertising to Attract Gay Consumers Without Alienating the Mainstream [2005]

The Three Rules of Crossing Over from Gay Media to Mainstream Media Advertising: Lesbians, Lesbians, Lesbians [2004]