Effects of Functional Illiteracy associated Psychological Reflection and Disconfirmation on Post-Purchase Behavior

In retailing context, functional literacy enables consumers to read, grasp and interpret product label and written materials provided with the products and offerings (Baker, 2006). According to Viswanthan et al., (2005), language and numeric literacy are required capabilities for consumers’ day-to-day activities and shopping orientated decision making. Absence of such skills has significant implications for consumers and marketers (Viswanathan et al., 2005). Literature indicates that more than one fifth of population living in the United States are functionally illiterate and another 34 % are considered to be marginally illiterate (Adkins and Ozanne, 2005). Functional illiterate are not only the people having minimal education and memory related disorder but also the large segment of immigrants, expats and illegal aliens living in country where their first languages is not a functional language (Viswanathan et al., 2005). Such immigrants live all over the world and face significant problems with shopping and often end with product disconfirmation. Though literature classify expat immigrants who struggle with language difficulties as functional illiterates, the psychological motivation associated with their shopping behavior and the coping strategies developed by them are believed to be unique and needs to be investigated.