“…First, previous empirical research has focused predominately on time and culture (Graham, 1981;Hall, 1983;Usunier, 1991;Anderson and Venkatesan, 1994;Brodowsky and Anderson, 2000) and, to a limited extent, on time and subculture (Coser and Coser, 1963;Henry, 1965;Weis, 1997); this analysis continues the research on time and subcultures, and positions it in a consumer behavior context. Second, as organizations continue to gear up in targeting gay consumers (Duecy, 2005;Gunther, 2006;Vence, 2006), they need guidance on how to approach this segment.…”