Vandecasteele, Bert; Geuens, Maggie - In: Journal of Business Research 62 (2009) 1, pp. 134-144
Non-academic literature often refers to gay people as innovators, but academic evidence is lacking. To test whether gays and heterosexuals differ in innate and realized innovativeness, and whether the relationships between the variables in an innovativeness model differ for both groups, 833...