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Literally Literacy

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  • Wallendorf, Melanie

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. Copyright 2001 by the University of Chicago.

Suggested Citation

  • Wallendorf, Melanie, 2001. "Literally Literacy," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 505-511, March.
    • Handle: RePEc:oup:jconrs:v:27:y:2001:i:4:p:505-11
    DOI: 10.1086/319625
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    Citations

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    Cited by:

    1. Paula Cristina Albuquerque, 2017. "Information intermediaries in the social care market for the older population," Working Papers Department of Economics 2017/17, ISEG - Lisbon School of Economics and Management, Department of Economics, Universidade de Lisboa.
    2. Marco Guerzoni & Massimiliano Nuccio, 2014. "Music consumption at the dawn of the music industry: the rise of a cultural fad," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 38(2), pages 145-171, May.
    3. Gillian Kemp & Lynne Eagle, 2008. "Shared meanings or missed opportunities? The implications of functional health literacy for social marketing interventions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 5(2), pages 117-128, December.
    4. Erasmus, Alet C. & Donoghue, Suné & Dobbelstein, Thomas, 2014. "Consumers׳ perception of the complexity of selected household purchase decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 293-305.
    5. Lerman, Dawn & Maldonado, Rachel & Luna, David, 2009. "A theory-based measure of acculturation: The shortened cultural life style inventory," Journal of Business Research, Elsevier, vol. 62(4), pages 399-406, April.
    6. Jeri Jones & Karen Middleton, 2007. "Ethical Decision-Making by Consumers: The Roles of Product Harm and Consumer Vulnerability," Journal of Business Ethics, Springer, vol. 70(3), pages 247-264, February.
    7. L. Balbo & M.L. Gavard-Perret, 2010. "L'utilisation du cadrage des conséquences au sein des messages de sante publique : bilan et perspectives pour la recherche en marketing," Post-Print halshs-00534782, HAL.
    8. Salim Moussa, 2021. "Measuring brand personality using emoji: findings from Mokken scaling," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 116-132, March.
    9. Vikram Kapoor & Russell Belk, 2022. "‘Pressure creates diamonds’/‘fire refines gold’: Conceptualizing coping capital," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 196-215, December.
    10. Madhubalan Viswanathan & Saravana Jaikumar & Arun Sreekumar & Shantanu Dutta, 2021. "Marketplace literacy education and coping behaviors among subsistence consumer–entrepreneurs during demonetization in India," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 179-202, March.

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