THE EFFECTS OF INTERNALIZED HOMOPHOBIA UPON CONSUMPTION HABITS OF LGB INDIVIDUALS AND THEIR BRAND ATTITUDES
The purpose of this study is to point out the relationship be- tween the consumption habits of LGB individuals and their brand attitudes under the influence of internalized homopho- bia (IH). The sample group consists of 125 LGB individu- als in the age range of 15-49 years. The demographic in- formation form prepared by the researcher as data collec- tion tool, namely Consumption Habits and Brand Preferences Scale (Memmedova, 2015) Internalized Homophobia Scale (Biological Woman and Biological Male Form) (GencÂ¸oÂ¨z ve YuÂ¨ksel, 2006) was utilized.
As a result of the analyzes conducted, IH, Consumption as a Reluctance Problem, Consumption as a Self-Expression Factor, Consumption as Impression and Prestige as a Means of Relaxation, Consumption as a Means of Integration as a Group, Increase in the subscale as well as increase in IQ have been assessed as significant. Consumption as Imagination, Self-Expression, Consumption as Impression and Prestige as a Means of Consumption, Consumption as a Means of Inte- gration as a Group and IH levels have been found to be signif- icantly higher in gay men than in lesbians.