Publisher's Synopsis
Bachelor Thesis from the year 2013 in the subject Psychology - Industrial and organizational psychology, grade: 1.0, Zeppelin University Friedrichshafen, language: English, abstract: This thesis attempts to link dyslexia and serious reading and spelling difficulties to economic decision-making by using a grocery shopping context as stimulus. It is one of the first approaches that tries to analyse the possible effects of this specific learning disability (LD) in an everyday life situation that can have monetary and health consequences by means of three different newly designed multivitamin product variations. It was assumed that dyslexics are particularly challenged by the increasing information volume nowadays that can lead to an information overflow, especially in a hectic supermarket surrounding. Furthermore, it was assumed that they are not able to filter crucial information from texts as well as controls when presented with a time constraint that is critical for making an optimal buying decision. It was discovered that being affected by this specific LD has some effects on grocery shopping decision-making by clearly increasing the probability of making a sub-optimal decision. Dyslexics' decision-making in this context is influenced by worse working memory capacity (WMC), information processing skills, and logographic reading leading to worse name recall compared to a control group. Given enough time for making their decision in combination with simplified pictorial access cues can lead to a better decision-making quality.
