The Low Literate Consumer
AbstractAlmost 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..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 32 (2005)
Issue (Month): 1 (06)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Mullainathan, Sendhil & Bertrand, Marianne & Shafir, Eldar, 2006. "Behavioral Economics and Marketing in Aid of Decision Making Among the Poor," Scholarly Articles 2962609, Harvard University Department of Economics.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.