Entry:

Kahan, Dan M. and Braman, Donald, “Response: Caught in the Crossfire: A Defense of the Cultural Theory of Gun-Risk Perceptions,” University of Pennsylvania Law Review, 151 (2003), 1395-1496.

Abstract:

Gay consumers are highly educated, have above average levels of disposable income, and tend to be geographically concentrated. Because gay consumers are more likely to buy products that are targeted to them, and since the gay community has a well established word-of-mouth network, marketers and advertisers are advised to tap the gay market.