Shopping [for] power: How adult literacy learners negotiate the marketplace

Julie L. Ozanne, Natalie Ross Adkins, Jennifer A. Sandlin

Research output: Contribution to journalArticlepeer-review

23 Scopus citations


Little empirical evidence exists on how adult literacy learners act as consumers. Yet, adult literacy programs often employ a "functional" approach to consumer education and assume that adult learners are deficient in consumer skills. Data from a qualitative study of the consumer behaviors of adult literacy learners are used to explore how adult learners negotiate the marketplace. The findings challenge the validity of a functional model and support the conceptualization of consumer literacy as a social practice, which includes reading and writing skills, personal and social skills, and the ability to manage the stigma of low literacy.

Original languageEnglish (US)
Pages (from-to)251-268
Number of pages18
JournalAdult Education Quarterly
Issue number4
StatePublished - Aug 1 2005
Externally publishedYes


  • Adult literacy
  • Consumer literacy
  • Coping behaviors
  • Stigma

ASJC Scopus subject areas

  • Education


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