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Notes on video lecture:
Low Literacy's Effect on Consumer Behavior
Notes taken by Edward Tanguay on January 13, 2015 (go to class or lectures)
Choose from these words to fill the blanks below:
unit, sale, numerals, price, nutrition, abstractions, pour, consumer, logo, concrete, currency, bundled, best, solutions, taxes, individual, rules, health, total, hospital, concrete, product, context
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low literacy and                  behavior
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for those with low literacy it is difficult to:
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locating the               
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when you can't read, it takes a long time just to find the product, so when you find one, you buy it without deciding if it is the          one
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locating the right           
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there are many prices:
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regular price
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         price
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price per kilogram
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item price for                products
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locate correct packages
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you need 150 candles
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there are packs of 10 and 100 and                      candles all with different prices
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computing the price
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if one item costs $1.50, how much do two cost, or twelve?
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what is the price if it is 20% off?
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computing            cost on a shopping trip
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allowing for            if necessary
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one is afraid that one won't have enough money for the taxes
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                   labels
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how people think in low literacy consumer markets
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                 reasoning
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reduce their habits to simple           
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look to see what costs most, what costs less, and get the one that costs less
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low-literate adults display concrete,               -dependent thinking
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people with low literacy have problems with                         
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don't see three products and understand that they are related
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often don't think in terms of "tools" but "hammer" and "saw"
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see one product and imagine a                  use for it in their lives
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interest rates have to be explained in terms of                  units
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"state of             " is an abstraction
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low literate people may see health simply as either "in                 " and "out of hospital"
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"nutrition" is an abstraction
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pictographic thinking
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they can remember the brand          and brand name as an image, and then either buy that product again or not
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those with a very low literacy level cannot even read                 
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but almost all people can tell a higher number from a lower number
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they don't think of how much sugar they need in terms of units of measurements or price per         
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they think of themselves backing a cake and how much sugar they          into the bowl
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if you want to understand people living in subsistence and design                    for them, you have to understand how they think
Low Literacy's Effect on Consumer Behavior