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This article provides a comprehensive, interdisciplinary review of the extant literature regarding the gay and lesbian consumer market. Through the critical review of 38 scholarly, peer‐reviewed articles, four primary streams of research are identified, and the significant findings and avenues for future academic inquiry are highlighted. Additionally, this review identifies the research trends in terms of publications, theoretical approaches, research design, and methodology spanning from the earliest publication in 1993 to 2013. This study provides important theoretical and managerial implications to inform business practice, public policy, and future scholarly research.

Biometrics is a new technology that authenticates an individual's identity via his or her unique physical or behavioural characteristics, such as the iris, fingerprints, hand geometry, voice and signature. Although its application is becoming pervasive in the public and private sectors due to the potential benefits of the technology, its adoption by end-users is progressing slowly. This study investigates multiple aspects of the benefits and risks that consumers perceive in using biometric technology. A survey was conducted by contacting the actual customers of an American bank that has utilised fingerprint technology at its ATMs. The proposed model was tested with current users as well as potential adopters of the target technology. We found that enjoyment was the most salient perceived benefit for using fingerprint ATMs for both current users and potential adopters. Banks thus may highlight intrinsic values, such as the novelty of biometrics, to motivate the use of the technology. However, to promote potential users' adoption decisions, banks need to educate them about the security benefits of financial transactions under the technology. The result also showed that the current users were highly concerned about information privacy risk in using the fingerprint ATMs. Therefore, banks are advised to develop internal policies to protect personal biometric data from any identity theft or illegal uses to encourage continuous usage by the current users.