Marketplace Literacy

What it measures

Basic understanding of how buyers actually choose between products and retailers, assessed across eight items.

Response Format

5-point Likert (1=strongly disagree, 5=strongly agree)

Representative items

• buyers choose one product over another.
• buyers choose one shop over another.
• buyers gather information before buying.
• buyers evaluate products before buying.
• sellers choose to sell what they sell.

Citation

Viswanathan, M., Umashankar, N., Sreekumar, A., & Goreczny, A. (2021). Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low- Access Subsistence Marketplaces. Journal of Marketing, 85(3), 113–129.

Keywords