• Login
    View Item 
    •   IIMA Institutional Repository Home
    • Faculty Publications (Bibliographic)
    • Open Access Journal Articles
    • View Item
    •   IIMA Institutional Repository Home
    • Faculty Publications (Bibliographic)
    • Open Access Journal Articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

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

    Thumbnail
    View/Open
    Addressing difficulties with abstract thinking (2.294Mb)
    Date
    2024-07-11
    Author
    Viswanathan, Madhu
    Jaikumar, Saravana
    Sreekumar, Arun
    Dutta, Shantanu
    Duhachek, Adam
    Metadata
    Show full item record
    Abstract
    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, with difficulty in abstract thinking being a central issue that is critical for effective decision-making. We study the impact of marketplace literacy education, with its unique bottom-up approach, on abstract thinking in the consumer domain. We test the effectiveness of a bottom-up educational approach, which covers concrete examples before abstract concepts, compared to the reverse sequence of a top-down approach. We find that the bottom-up approach in marketplace literacy education leads to more abstract thinking in the consumer domain compared to a top-down approach. We discuss the implications of this research for consumer affairs.
    URI
    http://hdl.handle.net/11718/27411
    Collections
    • Open Access Journal Articles [352]

    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV
     

     

    Browse

    All of IIMA Institutional RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV