When encountering novel products, people typically use analogies to familiar products to describe or “make sense” of new ones. When cell phones were first introduced, for example, they were compared to land-line phones and walkie-talkies. The areas of product knowledge from which people draw...

In August 2006, 85 academicians and practitioners from industry and the nonprofit sector came together on the campus of the University of Illinois at Chicago for a conference unlike others in recent management research history. This conference focused on the subsistence marketplace and its...

Skills associated with literacy and numeracy carry important implications for consumers. However, past research on illiterate consumers is almost non-existent. In this study, a variety of methods, such as in-depth interviews and observations in a shopping environment, were used to understand...