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"Fish out of water" : understanding decision-making and coping strategies of English as second language consumers through a situational literacy perspective

Viswanathan, Madhu; Torelli, Carlos; Yoon, Sukki; … - In: The journal of consumer marketing 27 (2010) 6, pp. 524-533

Persistent link: https://www.econbiz.de/10008772883

"Fish out of water": understanding decision-making and coping strategies of English as second language consumers through a situational literacy perspective

Viswanathan, Madhu; Torelli, Carlos; Yoon, Sukki; … - In: The journal of consumer marketing 27 (2010) 6, pp. 524-534

Persistent link: https://www.econbiz.de/10008705090

“Fish out of water”: understanding decision‐making and coping strategies of English as second language consumers through a situational literacy perspective

Viswanathan, Madhu; Torelli, Carlos; Yoon, Sukki; … - In: Journal of Consumer Marketing 27 (2010) 6, pp. 524-533

Purpose – This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on consumers who are literate in their native country, yet akin to fish out of water due to language difficulties and unfamiliarity with the marketplace....

Persistent link: https://www.econbiz.de/10014848836