Marketers often base decisions about marketing strategies on the results of research designed to elicit information about consumers' preferences. A large body of research indicates, however, that preferences often are labile. That is, preferences can be reversed depending on factors such as how...

This research examines the construction of information displays by consumers. This aspect of constructive processing, in which data may be transformed, edited, or inferred, is termed "restructuring." Subjects' notes and verbal protocols generated during a study are used to examine restructuring...

The nature, antecedents, and consequences of consumer animosity during the 1997 Asian economic crisis are investigated, based on a large-scale survey of 2000 adult consumers representative of five affected nations (Indonesia, Malaysia, Singapore, South Korea, and Thailand). An animosity model...

Subsistence marketplaces, sometimes known as the base of the pyramid or BOP, are resource-poor communities mostly concentrated in developing countries. While traditionally viewed as difficult to do business in, some firms, entrepreneurs, and nonprofit organizations are choosing to address the...

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...

This paper examines the challenges involved in the design and administration of experiments with low-literate adults in business research, and derives implications for subsistence marketplaces. A brief review of the research methods used for studying low-literate adults in business, as well as...