کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017461 940302 2012 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Effects of pictorial product-warnings on low-literate consumers
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Effects of pictorial product-warnings on low-literate consumers
چکیده انگلیسی

Previous research has found that low-literate consumers tend to rely heavily on pictures to process marketplace information. The current study investigates the conditions under which pictures in product-warning statements become detrimental or beneficial for information processing among consumers with varying levels of literacy. The findings suggest that, relative to consumers with higher literacy levels, consumers with lower literacy levels display lower comprehension levels and make more errors when they view incongruent pictures in product-warning statements. The results also show that, consumers with lower literacy levels benefit significantly more in comprehension and in reduction of errors relative to consumers with higher literacy levels, with congruent pictures without text. A concluding discussion addresses theoretical and practical implications as well as future research directions on low-literate, low-income consumer behavior and subsistence consumer behavior.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 65, Issue 12, December 2012, Pages 1674–1682
نویسندگان
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