Consumer Behavior Across Literacy and Resource Barriers

Research output: Chapter in Book/Report/Conference proceedingChapter


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
StatePublished - Dec 15 2010


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