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>Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low-Access Subsistence Marketplaces
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Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low-Access Subsistence Marketplaces
Multinational companies increasingly focus on subsistence marketplaces, given their enormous market potential. Nevertheless, their potential is untapped because subsistence consumers face extreme constraints. The authors contend that subsistence consumers need marketplace literacy to participate effectively and beneficially in marketplaces. Marketplace literacy entails the knowledge and skills that enable them to participate in a marketplace as both consumers and entrepreneurs. This is crucial for subsistence consumers, as they often must function in both roles to survive. Previous research, however, has not empirically examined the influence of marketplace literacy on well-being or marketing outcomes related to well-being. To address this gap, the authors implemented three large-scale field experiments with approximately 1,000 people in 34 remote villages in India and Tanzania. They find that marketplace literacy causes an increase in psychological well-being and consumer outcomes related to well-being (e.g., consumer confidence, decision-making ability), especially for subsistence consumers with lower marketplace access, and it causes an increase in entrepreneurial outcomes related to well-being (e.g., starting a microenterprise) for those with higher marketplace access. Overall, this research generates practical implications for the use of marketplace literacy as a pathway to a better world.
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机译：鉴于巨大的市场潜力，跨国公司越来越关注生存市场。尽管如此，他们的潜力是未开发的，因为生存消费者面临极端的限制。作者争辩，生存消费者需要市场识字，在市场上有效和有利地参与。 Marketplace in Prestacy需要使他们能够作为消费者和企业家参与市场的知识和技能。这对生存消费者来说至关重要，因为它们通常必须在两个角色中运作来生存。然而，以前的研究没有经验检查市场素养对与福祉相关的福祉或营销结果的影响。为了解决这一差距，提交人在印度和坦桑尼亚的34个远程村庄中实施了三个大规模的大型现场实验。他们发现市场素养导致心理福祉和与福祉相关的消费者结果增加（例如，消费者信心，决策能力），特别是对于拥有较低市场获取的消费者，并且导致创业成果的增加与具有较高市场访问的人的福祉（例如，开始微观设计）相关。总体而言，这项研究产生了对利用市场素养作为更美好世界的途径产生实际影响。
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