Exploring Consumer Responses to COVID-19: Meaning Making, Cohort Effects, and Consumer Rebound

IF 2.1 Q3 BUSINESS Journal of the Association for Consumer Research Pub Date : 2022-12-06 DOI:10.1086/723742
Martin Mende, Dhruv Grewal, Abhijit Guha, Kusum L. Ailawadi, Anne L. Roggeveen, Maura L. Scott, A. Rindfleisch, K. Pauwels, Barbara Kahn
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Abstract

The COVID-19 pandemic affected a variety of consumer needs, preferences, and behaviors but with considerable heterogeneity. This article develops a conceptual framework that focuses on (1) how consumers responded to the pandemic, (2) drivers of heterogeneity, and (3) effects that may persist in a post-pandemic world. Grounded in meaning-making theory, the framework derives four categories of consumer meaning making in light of COVID-19. Then, the framework draws on life course research to theorize that the pandemic driven by the perceived severity of its impact on certain consumer segments can elicit turning point and cohort effects (e.g., decreased control and increased risk perceived by consumers). In parallel, the framework predicts that certain other consumers will rebound and return to normality relatively quickly. Our process model offers meaningful implications for future consumer and marketing research.
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探索消费者对COVID-19的反应:意义创造、群体效应和消费者反弹
2019冠状病毒病大流行影响了各种消费者需求、偏好和行为,但存在相当大的异质性。本文开发了一个概念框架,重点关注(1)消费者如何应对大流行,(2)异质性的驱动因素,以及(3)大流行后世界可能持续存在的影响。该框架以意义建构理论为基础,根据2019冠状病毒病(COVID-19)衍生出四类消费者意义建构。然后,该框架利用生命历程研究来推论,大流行是由其对某些消费者群体的严重影响所驱动的,可能引发转折点和群体效应(例如,消费者认为控制减少和风险增加)。与此同时,该框架预测,某些其他消费者将反弹,并相对较快地恢复正常。我们的过程模型为未来的消费者和市场研究提供了有意义的启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of the Association for Consumer Research
Journal of the Association for Consumer Research Economics, Econometrics and Finance-Economics and Econometrics
CiteScore
4.60
自引率
7.70%
发文量
54
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