Why subsistence consumers need marketplace literacy
Researchers from Loyola Marymount University, San Diego State University, Indian Institute of Management, and Iowa State University published a new paper in the Journal of Marketing that examines how effective marketplace participation by subsistence consumers requires knowledge and skills that relate to what, how, and why to participate.
The study, forthcoming in the Journal of Marketing, is titled "Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low-Access Subsistence Marketplaces" and is authored by Madhu Viswanathan, Nita Umashankar, Arun Sreekumar, and Ashley Goreczny.
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