Studying low-literate consumers through experimental methods: Implications for subsistence marketplaces

Journal of Business Research

Volumn 65, Issue 12, 2012, Pages 1683-1691

  Gau, Roland ^a   Jae, Haeran ^b   Viswanathan, Madhubalan ^c  

^a UNIVERSITY OF TEXAS AT EL PASO   (United States)

^b VIRGINIA COMMONWEALTH UNIVERSITY   (United States)

^c UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

Experiment; Low literate; Markets; Subsistence

Indexed keywords

EID: 84870294652     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2012.02.009     Document Type: Article

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