Literally literacy

Research output: Contribution to journalArticle

61 Citations (Scopus)

Abstract

Literacy is a continuous, multidimensional indicator of proficiency in using written language. This essay reviews several recent books on literacy, and suggests some profound theoretical issues about consumer behavior inspired by a sociocultural perspective on literacy. In particular, ties between literacy and six diverse research programs on consumer behavior are highlighted: responses to persuasion; affect and decision making; the meanings of products and brands; social marketing of health behaviors; consumption, identity, and resistance; and the impact of the internet on consumer behavior. In addition, questions both interesting and troubling about the impact of consumption on literacy are raised in the hope of encouraging future research.

Original languageEnglish (US)
Pages (from-to)505-511
Number of pages7
JournalJournal of Consumer Research
Volume27
Issue number4
DOIs
StatePublished - Mar 2001

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literacy
consumption behavior
social marketing
written language
persuasion
health behavior
Literacy
Internet
decision making
Consumer behaviour
Consumer Behaviour

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Economics and Econometrics

Cite this

Literally literacy. / Wallendorf, Melanie -.

In: Journal of Consumer Research, Vol. 27, No. 4, 03.2001, p. 505-511.

Research output: Contribution to journalArticle

Wallendorf, Melanie -. / Literally literacy. In: Journal of Consumer Research. 2001 ; Vol. 27, No. 4. pp. 505-511.
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