IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v65y2012i12p1683-1691.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296312000410
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2012.02.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Maddox, Bryan, 2007. "Worlds Apart? Ethnographic Reflections on "Effective Literacy" and Intrahousehold Externalities," World Development, Elsevier, vol. 35(3), pages 532-541, March.
    2. 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.
    3. 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.
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anderson, C. Leigh & Cullen, Alison & Stamoulis, Kostas, 2008. "Preference variability along the policy chain in Vietnam," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 37(5), pages 1729-1745, October.
    2. Cho, Seo-young & Vadlamannati, Krishna Chaitanya, 2010. "Compliance for big brothers: An empirical analysis on the impact of the anti-trafficking protocol," University of Göttingen Working Papers in Economics 118, University of Goettingen, Department of Economics.
    3. Kaivan Munshi & Mark Rosenzweig, 2008. "The Efficacy of Parochial Politics: Caste, Commitment, and Competence in Indian Local Governments," NBER Working Papers 14335, National Bureau of Economic Research, Inc.
    4. Owen, Ann L. & Temesvary, Judit, 2018. "The performance effects of gender diversity on bank boards," Journal of Banking & Finance, Elsevier, vol. 90(C), pages 50-63.
    5. Chau, Nancy H. & Qin, Yu & Zhang, Weiwen, 2015. "Networked Leaders in the Shadow of the Market – A Chinese Experiment in Allocating Land Conversion Rights," Working Papers 250022, Cornell University, Department of Applied Economics and Management.
    6. Dostie, Benoit & Jayaraman, Rajshri, 2006. "Determinants of School Enrollment in Indian Villages," Economic Development and Cultural Change, University of Chicago Press, vol. 54(2), pages 405-421, January.
    7. Francois Maniquet & Massimo Morelli & Guillaume Frechette, 2005. "Endogenous Affirmative Action: Gender Bias Leads to Gender Quotas," Economics Working Papers 0051, Institute for Advanced Study, School of Social Science.
    8. Astrid Sneyers & Anneleen Vandeplas, 2013. "Girl Power in Agricultural Production: How Much Does it Yield? A Case-Study on the Dairy Sector in India," Working Papers id:5562, eSocialSciences.
    9. Baltrunaite, Audinga & Bello, Piera & Casarico, Alessandra & Profeta, Paola, 2014. "Gender quotas and the quality of politicians," Journal of Public Economics, Elsevier, vol. 118(C), pages 62-74.
    10. Gutmann, Jerg & Metelska-Szaniawska, Katarzyna & Voigt, Stefan, 2024. "Leader characteristics and constitutional compliance," European Journal of Political Economy, Elsevier, vol. 84(C).
    11. Elizabeth Kaletski & Nishith Prakash, 2017. "Can Elected Minority Representatives Affect Health Worker Visits? Evidence from India," Review of Development Economics, Wiley Blackwell, vol. 21(1), pages 67-102, February.
    12. Michael L. Anderson & Fangwen Lu, 2017. "Learning to Manage and Managing to Learn: The Effects of Student Leadership Service," Management Science, INFORMS, vol. 63(10), pages 3246-3261, October.
    13. Kahsay, Goytom Abraha & Medhin, Haileselassie, 2020. "Leader turnover and forest management outcomes: Micro-level evidence from Ethiopia," World Development, Elsevier, vol. 127(C).
    14. Mavisakalyan, Astghik & Tarverdi, Yashar, 2019. "Gender and climate change: Do female parliamentarians make difference?," European Journal of Political Economy, Elsevier, vol. 56(C), pages 151-164.
    15. Joo, Hailey Hayeon & Lee, Jungmin, 2018. "Encountering female politicians," Journal of Economic Behavior & Organization, Elsevier, vol. 151(C), pages 88-122.
    16. Alexandre Volle & Antoine Cazals & Bilal El Rafhi, 2023. "Another Wind of Change? Evidence about Political Outsiders in the French Parliament," Revue d'économie politique, Dalloz, vol. 133(2), pages 203-231.
    17. Paul Pelzl & Steven Poelhekke, 2023. "Democratization, leader education and growth: firm-level evidence from Indonesia," Journal of Economic Growth, Springer, vol. 28(4), pages 571-600, December.
    18. Benjamin Marx & Vincent Pons & Vincent Rollet, 2022. "Electoral Turnovers," NBER Working Papers 29766, National Bureau of Economic Research, Inc.
    19. Yuko Mori & Takashi Kurosaki, 2011. "Does Political Reservation Affect Voting Behavior? Empirical Evidence from India," Global COE Hi-Stat Discussion Paper Series gd11-205, Institute of Economic Research, Hitotsubashi University.
    20. Fang,Sheng & Goh,Chorching & Roberts,Mark & Xu,L. Colin & Zeufack,Albert G., 2020. "Female Business Leaders, Business and Cultural Environment, and Productivity around the World," Policy Research Working Paper Series 9275, The World Bank.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:65:y:2012:i:12:p:1683-1691. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.