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Studying low-literate consumers through experimental methods: Implications for subsistence marketplaces

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  • Gau, Roland
  • Jae, Haeran
  • Viswanathan, Madhubalan

Abstract

This paper examines the challenges involved in the design and administration of experiments with low-literate adults in business research, and derives implications for subsistence marketplaces. A brief review of the research methods used for studying low-literate adults in business, as well as other fields such as anthropology, sociology, behavioral economics, education, and health, suggests the lack of experimental approaches. Traditional experiments that employ literate adults are compared with those that employ low-literate adults. Using this review and authors' experiences spanning over a decade, the paper develops insights for using experimental methods to study subsistence marketplaces.

Suggested Citation

  • Gau, Roland & Jae, Haeran & Viswanathan, Madhubalan, 2012. "Studying low-literate consumers through experimental methods: Implications for subsistence marketplaces," Journal of Business Research, Elsevier, vol. 65(12), pages 1683-1691.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:12:p:1683-1691
    DOI: 10.1016/j.jbusres.2012.02.009
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    References listed on IDEAS

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    1. Natalie Ross Adkins & Julie L. Ozanne, 2005. "The Low Literate Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 93-105, June.
    2. Raghabendra Chattopadhyay & Esther Duflo, 2004. "Women as Policy Makers: Evidence from a Randomized Policy Experiment in India," Econometrica, Econometric Society, vol. 72(5), pages 1409-1443, September.
    3. Maddox, Bryan, 2007. "Worlds Apart? Ethnographic Reflections on "Effective Literacy" and Intrahousehold Externalities," World Development, Elsevier, vol. 35(3), pages 532-541, March.
    4. Bertrand, Marianne & Shafir, Eldar & Mullainathan, Sendhil, 2006. "Behavioral Economics and Marketing in Aid of Decision Making Among the Poor," Scholarly Articles 2962609, Harvard University Department of Economics.
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    Cited by:

    1. Ingenbleek, Paul T.M. & Tessema, Workneh Kassa & van Trijp, Hans C.M., 2013. "Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 83-97.
    2. Louis Mosake Njomo, 2019. "Consumer Behaviour in Subsistence Marketplaces in Cameroon, An Exploratory Study of the Village of Batoke in Limbe Sub-Division, South West Region," International Journal of Economics and Financial Research, Academic Research Publishing Group, vol. 5(8), pages 184-195, 08-2019.
    3. Fara Azmat & Ramanie Samaratunge & Ahmed Ferdous, 2021. "Consumer well‐being and social responsibility of subsistence entrepreneurs in subsistence marketplace," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 8-30, March.
    4. Andreu, Luisa & Casado-Díaz, Ana B. & Mattila, Anna S., 2015. "Effects of message appeal and service type in CSR communication strategies," Journal of Business Research, Elsevier, vol. 68(7), pages 1488-1495.
    5. Hussein Faruque Aly & Katy Mason & Winfred Onyas, 2021. "The institutional work of a social enterprise operating in a subsistence marketplace: Using the business model as a market‐shaping tool," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 31-58, March.

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