"Excuseme, sir? May I help you and your boyfriend?": Salespersons' differential treatment of homosexual and straight customers

THE EXTENT TO WHICH individuals exhibit negative attitudes or behavior toward others on the basis of sexual orientation remains an under-researched but critical area of study. For example, the current sociopolitical debate over “special rights” (endorsed by the Religious Right) versus “equal rights” (endorsed by gay and lesbian groups, human rights advocacy groups, the ACLU) rests on the assumption that gays are denied the same t reatment as heterosexuals. In the past two years, legislation attempting to prohibit discrimination on the basis of sexual orientation has been impeded by conservative constituencies, and publicly-sanctioned discriminatory policies have been blocked only by court order.