Between Two Worlds: the World of Goods and the Management of Gay Identity

Bill Pereira, EBAPE/FGV - RJ. FUCAPE Business School, Brazil
Eduardo Ayrosa, EBAPE/FGV–RJ, Brazil
Despite cultivating symbols and behavior related to freedom and sensuality, Brazilians still hold some strict and conservatory standards of morality which affect their attitudes towards homosexuality and gays. Based on ethnographic observation, This work aims to explore how gay men use consumption to build and manage the relations between the gay and the heterosexual worlds they live in. Preliminary conclusions show that this division of these two worlds lies not only in gay men's imagination, but also in their choices of goods, services, and consumption environments.
[ to cite ]:
Bill Pereira and Eduardo Ayrosa (2010) ,"Between Two Worlds: the World of Goods and the Management of Gay Identity ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 876-877 .