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The Low Literate Consumer


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  • Natalie Ross Adkins
  • Julie L. Ozanne
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    Almost half of all consumers read below a sixth-grade level, yet we know little about how these consumers get their needs met in the marketplace. The goal of this qualitative study was to examine the intersection of literacy skills and consumption activities and identify the coping strategies that low literate consumers employ. Those informants who could challenge the stigma of low literacy and employ a range of coping skills were better able to get their needs met. Thus, consumer literacy is conceptualized as a social practice that includes reading and writing skills but also involves the ability to manage one's identity and leverage personal, situational, and social coping skills. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 32 (2005)
    Issue (Month): 1 (06)
    Pages: 93-105

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    Handle: RePEc:ucp:jconrs:v:32:y:2005:i:1:p:93-105

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    Cited by:
    1. Andreas Oehler & Christina Werner, 2008. "Saving for Retirement—A Case for Financial Education in Germany and UK? An Economic Perspective," Journal of Consumer Policy, Springer, vol. 31(3), pages 253-283, September.
    2. Gretchen Larsen & Rob Lawson, 2013. "Consumer Rights: An Assessment of Justice," Journal of Business Ethics, Springer, vol. 112(3), pages 515-528, February.
    3. 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.
    4. Viswanathan, Madhu & Sridharan, Srinivas & Ritchie, Robin, 2010. "Understanding consumption and entrepreneurship in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 63(6), pages 570-581, June.
    5. Trujillo, Carlos A. & Barrios, Andrés & Camacho, Sonia M. & Rosa, José Antonio, 2010. "Low socioeconomic class and consumer complexity expectations for new product technology," Journal of Business Research, Elsevier, vol. 63(6), pages 538-547, June.
    6. Vanessa Mak & Jurgen Braspenning, 2012. "Errare humanum est: Financial Literacy in European Consumer Credit Law," Journal of Consumer Policy, Springer, vol. 35(3), pages 307-332, September.
    7. Gillian Kemp & Lynne Eagle, 2008. "Shared meanings or missed opportunities? The implications of functional health literacy for social marketing interventions," International Review on Public and Nonprofit Marketing, Springer, vol. 5(2), pages 117-128, December.
    8. 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.
    9. Jae, Haeran & Viswanathan, Madhubalan, 2012. "Effects of pictorial product-warnings on low-literate consumers," Journal of Business Research, Elsevier, vol. 65(12), pages 1674-1682.


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