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This research program investigates the information processing of visual aspects of products and brands and the subsequent product choices by those consumers with and without the specific learning disorder dyslexia. Grocery shopping and product choices are part of consumers’ daily lives. While most consumers make these decisions frequently and with relative ease, consumers with dyslexia can be particularly challenged by ordinary tasks such as grocery shopping leading to the adoption of decision heuristics in the process. This research program seeks to examine how visual marketing can facilitate information processing and decision making among these consumers when challenged by different levels of working memory load.
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