Consumer Behavior Across Literacy and Resource Barriers

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Our understanding of consumer behavior stems largely from studying literate consumers in relatively resource‐rich settings. Yet, a sizable proportion of individuals in the United States and even larger proportions around the world live across resource and literacy barriers. This article examines low‐literate, low‐income consumer behavior in the United States and subsistence consumer behavior in India. Our discussion elaborates on how such consumer behavior is qualitatively different from traditional consumer behavior and what the implications of our insights are for managers and researchers in marketing.
Original languageEnglish (US)
Title of host publicationWiley International Encyclopedia of Marketing
EditorsJagdish Sheth, Naresh Malhotra
PublisherJohn Wiley & Sons, Ltd
ISBN (Electronic)9781444316568
ISBN (Print)9781405161787
DOIs
Publication statusPublished - Dec 15 2010

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Viswanathan, M. (2010). Consumer Behavior Across Literacy and Resource Barriers. In J. Sheth, & N. Malhotra (Eds.), Wiley International Encyclopedia of Marketing John Wiley & Sons, Ltd. https://doi.org/10.1002/9781444316568.wiem03058