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Effects of pictorial product-warnings on low-literate consumers

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  • Jae, Haeran
  • Viswanathan, Madhubalan

Abstract

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.

Suggested Citation

  • Jae, Haeran & Viswanathan, Madhubalan, 2012. "Effects of pictorial product-warnings on low-literate consumers," Journal of Business Research, Elsevier, vol. 65(12), pages 1674-1682.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:12:p:1674-1682
    DOI: 10.1016/j.jbusres.2012.02.008
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    References listed on IDEAS

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    1. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
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    3. Natalie Ross Adkins & Julie L. Ozanne, 2005. "The Low Literate Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 93-105, June.
    4. Madhu Viswanathan & Srinivas Sridharan & Robin Ritchie, 2008. "Marketing in Subsistence Marketplaces," Palgrave Macmillan Books, in: Charles Wankel (ed.), Alleviating Poverty through Business Strategy, chapter 0, pages 209-231, Palgrave Macmillan.
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    Cited by:

    1. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.

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