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Neither Fish nor Fowl: Feminism, Desire, and the Lesbian Consumer Market

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Abstract:

This article addresses gay marketers' tardy and ambivalent attempts to imagine and organize lesbians as a viable target marketing niche. Practical considerations make lesbians less attractive as a market: They have a lower average household income than gay male and heterosexual couples and they are hard to reach for market research purposes and with advertising. But the lesbian market is also dogged by the popular image of lesbians as lacking both erotic and acquisitive desire, embodied in the stereotype of anti-consumption, parsimonious, unsexy feminists who resist marketers' interest in them as consumers.

Document Type: Research Article

DOI: https://doi.org/10.1080/10714420490886989

Affiliations: Annenberg School for Communication, University of Pennsylvania

Publication date: 2004-10-01

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