Browsing by Author "Duhachek, Adam"

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Addressing difficulties with abstract thinking for low-literate, low-income consumers through marketplace literacy: a bottom-up approach to consumer and marketing education

Viswanathan, Madhu; Jaikumar, Saravana; Sreekumar, Arun; Dutta, Shantanu; Duhachek, Adam (Wiley, 2024-07-11)

We examine a bottom-up approach to consumer and marketing education for subsistence consumers, that is, those with low income and relatively lower literacy levels. They face a variety of cognitive and other constraints, ...