Premium
Decision Making by Low‐Literacy Consumers in the Presence of Point‐of‐Purchase Information
Author(s) -
JAE HAERAN,
DELVECCHIO DEVON
Publication year - 2004
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.2004.tb00873.x
Subject(s) - point (geometry) , product (mathematics) , literacy , point of sale , consumer choice , marketing , advertising , business , face (sociological concept) , psychology , computer science , sociology , pedagogy , social science , geometry , mathematics , world wide web
Low‐literacy consumers face disadvantages when making product choices. This article presents the results of two studies designed to explore differences in decision‐making behavior across consumer literacy levels, focusing on consumers’ ability to evaluate information in print ads and product packaging. The authors demonstrate that the presence of a visual decision aid at the point of purchase can improve choice for low‐literacy consumers.