Journal of Global Marketing Pub Date : 2021-06-22 , DOI: 10.1080/08911762.2021.1926035 Ria Mishra 1 , Ramendra Singh 1 , Saravana Jaikumar
Abstract
Although extant literature has studied consumers at the bottom of the pyramid (BoP) extensively, there seem to be some lacunae in terms of a deeper understanding of the cognitive peculiarities of low-income consumers owing to their resource-lean environments and childhood uncertainties. In this paper, we attempt to address this gap by focusing on poverty-induced idiosyncrasies in a set of vital cognitive processes called executive functions (EFs). Specifically, we exlore the possible impact of such anomalies in EFs on a BoP consumer’s information processing abilities, decision-making processes, and consumption behaviors, through a series of propositions and a conceptual framework. The focus is on two core EFs, inhibition and working memory, which tend to make BoP consumers susceptible to persuasive messages, while lacking sufficient self-control, goal-directed behavior, analogy-processing and comparative evaluation abilities. We then present several managerial, policy and research implications of the study.
中文翻译:
BoP 消费者的执行职能:BoP 市场营销策略的研究命题、概念框架和启示
摘要
尽管现有文献对金字塔底部 (BoP) 的消费者进行了广泛的研究,但由于低收入消费者的资源匮乏环境和童年不确定性,他们在更深入地了解低收入消费者的认知特征方面似乎存在一些缺陷。在本文中,我们试图通过关注一组称为执行功能 (EF) 的重要认知过程中由贫困引起的特质来解决这一差距。具体而言,我们通过一系列命题和概念框架探讨了 EF 中的此类异常对 BoP 消费者的信息处理能力、决策过程和消费行为可能产生的影响。重点是两个核心 EF,抑制和工作记忆,这往往使 BoP 消费者容易受到有说服力的消息的影响,同时缺乏足够的自我控制,目标导向行为、类比处理和比较评估能力。然后,我们介绍了这项研究的几个管理、政策和研究意义。