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Adult Education Quarterly
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Shopping [for] Power: How Adult Literacy Learners Negotiate the Marketplace

Julie L. Ozanne

Virginia Polytechnic Institute & State University

Natalie Ross Adkins

Creighton University

Jennifer A. Sandlin

Texas A&M University

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.

Key Words: consumer literacy • adult literacy • coping behaviors • stigma

Adult Education Quarterly, Vol. 55, No. 4, 251-268 (2005)
DOI: 10.1177/0741713605277371
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