Consumer Acumen: Augmenting Consumer Literacy (Commentary) (Essay‪)‬

Appreciating that some consumer scholars are expressing frustration with the limitations of consumer literacy, this article offers the additional construct of consumer acumen (i.e., an astute, penetrating mind and intellect). After discussing consumer confidence in a global recession and emergent post-recession consumer segments (reflecting the recession's psychological toll), consumer acumen, modeled after the emergent literature on business acumen, is defined, including six proposed dimensions. Consumer acumen augments consumer literacy with keen, penetrating consumer intelligence that informs quick perception and discernment of changing economic contexts. Consumer acumen is a foundational competency for the future, enabling people to better function in the post-recession economy. **********