Consumer literacy
Under consumer expertise that is generally knowledge and the ability to understand that a consumer help before or during a purchase process, one of the steps of the purchase process so that the consumer enters a "favorable" initial situation. A uniform definition of the term consumer competence has not yet been established.
The term consumer literacy in various disciplines
The term consumer competence is a. used by marketing research. This is particularly interested in analyzing the knowledge of consumers about certain goods and asks to what extent this knowledge influences the behavior of consumers. This is often about knowledge of certain product properties. The term consumer competence also appears in the context of consumer education and economic education . There, a competent consumer is someone who, among other things, reflects his or her needs, is adequately informed, does not blindly trust all advertising promises and makes “wise” decisions for himself.
Individual evidence
- ↑ Henning-Thurau, Thorsten (1998): Consumer competence: A new target for the management of business relationships. Frankfurt / M .: European publishing house of the sciences
- ^ Weber, Birgit (2005): "Acting as a Moral Human Being - Neglecting Economic Studies" Situation, Concepts and Challenges of Economic. In: Journal of Social Science Education, vol. 1. doi: 10.4119 / jsse-342
- ↑ Bonnemaizon, Audrey; Batat, Wided (2010): How competent are consumers? The case of the energy sector in France. In: International Journal of Consumer Studies 20 (September), pp. 1–11
- ↑ Müller, Edda; Mackert, Hildegard (2003): Education for household and consumption as precautionary consumer protection. In: From Politics and Contemporary History . 9, pp. 20-26
- ^ O'Shaugnessy, J. (1987): Why people buy. New York: Oxford University