Decision Making by Low-Literacy Consumers in the Presence of Point-of-Purchase Information

Authors

  • HAERAN JAE,

    1. Haeran Jae is a doctoral candidate in marketing in the Gatton College of Business and Economics at the University of Kentucky (Hjae2@uky.edu). Devon DelVecchio is an assistant professor at the University of Kentucky.
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  • DEVON DELVECCHIO

    1. Haeran Jae is a doctoral candidate in marketing in the Gatton College of Business and Economics at the University of Kentucky (Hjae2@uky.edu). Devon DelVecchio is an assistant professor at the University of Kentucky.
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  • The authors would like to thank Gale Toye and Patsy Golden of Operation Read in Lexington, KY, for their contributions to this project and to literacy in general.

Abstract

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.

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