Generative Literacy and Consumer Empowerment

Consumer literacy has the potential to be empowering to individuals and transformative for societies. We develop a model of generative literacy and propose productive inquiry and dynamic affordances as linking mechanisms between educational and functional literacies that are suggested to be distinct. We discuss implications for consumer and societal empowerment.


Rama Jayanti, Sreedhar Madhavaram, and Michael Wachter (2011) ,"Generative Literacy and Consumer Empowerment", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 613-615.


Rama Jayanti, Cleveland State University, USA
Sreedhar Madhavaram, Cleveland State University, USA
Michael Wachter, Cleveland State University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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