Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces

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Springer Science & Business Media, Jun 1, 2008 - Education - 223 pages
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This book is the result of several years of research, curriculum development, and testing of a consumer and entrepreneurial literacy educational program for l- literate, low-income adults in India. Whereas there has been considerable att- tion on micro nancing in recent decades, we describe an educational program that focuses on enabling generic skills about the marketplace and complements these important efforts. We conducted research aimed at understanding lives and m- ketplaces in subsistence contexts in urban and rural parts of a state in South India. We used the research as a basis for developing a consumer and entrepreneurial literacy educational program. This program uses the “know-why” or an und- standing of marketplaces as a basis for the know-how of being an informed buyer or seller. Despite the dif culties with abstract thinking that low-literate indivi- als experience, we enable deeper understanding of marketplaces by leveraging the social skills that participants bring to the program and relating educational content back to their lived experiences. Such understanding can enable individuals to embark on a path to lifelong learning. A detailed explanation of the evolution of this work follows.
 

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Page ii - ... Queensland, Brisbane, Australia Professor JS Rajput, National Council of Educational Research and Training, New Delhi, India Professor Konai Helu Thaman, University of the South Pacific, Suva, Fiji Advisory Board Professor Mark Bray, Comparative Education Research Centre, The University of Hong Kong, China; Dr. Agnes Chang, National Institute of Education, Singapore; Dr. Nguyen Huu Chau, National Institute for Educational Sciences, Vietnam; Professor John Fien, Griffith University, Brisbane,...
Page ii - ... Seoul; Dr. Molly Lee, School of Educational Studies, Universiti Sains Malaysia, Penang; Mausooma Jaleel, Maldives College of Higher Education, Male; Professor Geoff Masters, Australian Council for Educational Research, Melbourne; Dr. Victor Ordonez, Senior Education Fellow, East-West Center, Honolulu; Dr. Khamphay Sisavanh, National Research Institute of Educational Sciences, Ministry of Education, Lao PDR; Dr Max Walsh, AUSAid Basic Education Assistance Project, Mindanao, Philippines.
Page xiv - Education project describes the program as 'learning directed towards developing in young people those skills, competencies, understandings, and attributes which equip them to be innovative, and to identify, create, initiate, and successfully manage personal, community, business and work opportunities, including working for themselves'.
Page ii - University, Melbourne, Australia; Professor Leticia Ho, University of the Philippines, Manila, Philippines; Dr Inoira Lilamaniu Ginige, National Institute of Education, Sri Lanka; Professor Philip Hughes, Australian National University (ANU), Canberra; Dr Inayatullah, Pakistan Association for Continuing and Adult Education, Karachi, Pakistan; Dr Rung Kaewdang, Ministry of Education, Bangkok, Thailand; Dr Chong-Jae Lee, Korean Educational Development Institute, Seoul, Korea; Dr Molly Lee, UNESCO Bangkok,...
Page xiv - Rupert Maclean, Director of the UNESCO-UNEVOC International Centre, Bonn, Germany and Ryo Watanabe, Director, Department for International Research and Cooperation, National Institute for Educational Policy Research (NIER) of Japan, Tokyo CHEE KIONG INTRODUCTION Education, both formal and informal, has always had an importance place in modern immigrant societies.

About the author (2008)

Madhu Viswanathan is an Associate Professor of Marketing in the Department of Business Administration within the College of Business at the University of Illinois, Urbana-Champaign, Illinois, where he has been on the faculty since 1990. He holds a Ph.D. in Business Administration (Marketing) from the University of Minnesota, and a Bachelor of Technology in Mechanical Engineering from the Indian Institute of Technology, Madras. He teaches a course on measurement and research methods to Ph.D.. students and marketing research to undergraduate and MBA students. He has been listed several times as an excellent instructor at the University of Illinois. His research has appeared in journals, including the Journal of Applied Psychology, the Journal of Consumer Psychology, the Journal of Marketing Research, Personality and Social Psychology Bulletin, and Computer, Speech, and Language. His research is in two areas: measurement and research methodology and low-literate buyer and seller behavior. His work on literacy has been supported by grants from the National Science Foundation, and the Illinois Center for International Business Education and Research. He serves on the editorial boards of the Journal of Consumer Psychology, the Journal of Consumer Research, and Psychology and Marketing. He has served as the Secretary-Treasurer for the Society for Consumer Psychology and as the Chair of the Consumer Behavior Special Interest Group of the American Marketing Association. He also chaired national conferences for the American Marketing Association and the Society for Consumer Psychology. He directs the Marketplace Literacy Project (www.marketplaceliteracy.org), a nonprofit organization which aims to disseminate knowledge about low-literate buyer and seller behavior. Its activities include the development and distribution of educational materials for adult education, nutrition, and other programs targeted at low-literate consumers in the US, and development and provision of business and consumer literacy training for low-literate, low-income adults in India and other similar contexts. He lives in Champaign, Illinois, with his wife and 10-year old son.

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