Educational approaches to enable marketplace metacognition and social intelligence in subsistence consumers

IF 2.7 Q2 BUSINESS Journal of Consumer Marketing Pub Date : 2022-10-12 DOI:10.1108/jcm-10-2019-3454
Yukti Sharma, S. Jaikumar
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Abstract

Purpose Subsistence marketplace can be characterized as a marketplace with widespread cognitive and social vulnerabilities, due to low income and low literacy levels. This may result in retailers exploiting the consumers. The purpose of this research paper is to develop a holistic learning program to impart marketplace intelligence to overcome these vulnerabilities of subsistence consumers. Design/methodology/approach Using vicious cycle approach, the authors illustrate the self-perpetuating nature of consumer vulnerabilities. The authors argue that retailers behave in an opportunistic manner and exploit the consumers. This further reinforces the vulnerabilities of subsistence consumers resulting in a vicious cycle. The authors draw insights from Sen’s capability approach and propose marketplace intelligence as a potential solution to eradicate consumers’ vulnerabilities. The authors apply Biggs’s 3Ps model to design a learning program to impart two types of marketplace intelligence – marketplace metacognition and marketplace social intelligence. Findings Based on a review of literature on subsistence marketplace initiatives, persuasive knowledge management and education research, the authors have devised a holistic learning program comprising an integrated learning environment (presage), problem-based approach (process) and assessment strategies for learning outcomes (product). Originality/value This study marks a pioneering effort toward liberating subsistence consumers from the vicious cycle of retailers’ exploitation by empowering them with marketplace intelligence. This study’s novelty lies in conceptualizing consumer vulnerabilities in the subsistence marketplace as a self-perpetuating phenomenon and subsequently designing a holistic learning program to impart intelligence toward alleviating these vulnerabilities.
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在自给型消费者中实现市场元认知和社会智能的教育方法
目的生计市场可以被描述为一个由于低收入和低识字水平而存在广泛认知和社会脆弱性的市场。这可能导致零售商剥削消费者。这篇研究论文的目的是开发一个全面的学习计划,传授市场情报,以克服自给型消费者的这些弱点。设计/方法/方法使用恶性循环方法,作者说明了消费者脆弱性的自我延续性质。作者认为,零售商的行为是机会主义的,并剥削消费者。这进一步加剧了自给消费者的脆弱性,导致恶性循环。作者从Sen的能力方法中获得了见解,并提出了市场智能作为消除消费者脆弱性的潜在解决方案。作者应用比格斯的3Ps模型设计了一个学习计划,以传授两种类型的市场智力——市场元认知和市场社会智力。发现基于对生存市场倡议、有说服力的知识管理和教育研究文献的回顾,作者设计了一个整体学习计划,包括一个综合学习环境(preage),基于问题的方法(过程)和学习结果的评估策略(产品)。独创性/价值这项研究标志着一项开创性的努力,通过赋予自给型消费者市场智慧,将他们从零售商剥削的恶性循环中解放出来。这项研究的新颖之处在于,将生存市场中的消费者脆弱性概念化为一种自我延续的现象,并随后设计了一个整体学习计划,以传授缓解这些脆弱性的智慧。
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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