Title
Fish Out of Water: understanding decision making and copying strategies as second language consumers through a situational literacy perspective
Document Type
Article
Keywords
english language; consumers; literacy; immigrants; individual behaviour
Identifier Data
https://doi.org/10.1108/07363761011078262
Publisher
Emerald Group Publishing Limited
Publication Source
Journal of Consumer Marketing, 27(6), 524-533
Abstract
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.
Design/methodology/approach
Using qualitative interviews of 31 informants and shopping observations of a small subset, the authors examined cognitive predilections, decision making, emotional trade‐offs, and coping strategies of ESL consumers.
Findings
The findings relate to cognitive predilections, decision making and emotional trade‐offs, and coping strategies of ESL consumers.
Originality/value
The authors analyze ESL consumers from a situational literacy perspective, viewing the situations faced by ESL consumers in terms of functional literacy skills. The findings provide a variety of new insights, and have important theoretical and practical implications for theory and practice."
