The current article presents a descriptive analysis of marketplace data from an online freelance platform in the early months of COVID-19. We investigate changes in the behavioral patterns of buyers and sellers on the platform to study consumer coping responses during the pandemic. We draw from the literature on coping with loss and personal adversity to present a consumer pandemic coping model derived from a synthesis of existing stage theories of coping and adaptation. The model presented can explain the aggregate changes in marketplace activity (e.g., traffic, sentiment, adoption, transaction patterns) we observe during the first several months of the pandemic. Our findings suggest that temporal coping processes can drive market behavior. This article provides insights about consumer coping to researchers and policy makers, as well as to firms who aim to be more prepared in the face of future crises.
{"title":"Consumer Pandemic Coping: A Stage Model of COVID-19 Response","authors":"Jean Zhang, On Amir","doi":"10.1086/724021","DOIUrl":"https://doi.org/10.1086/724021","url":null,"abstract":"The current article presents a descriptive analysis of marketplace data from an online freelance platform in the early months of COVID-19. We investigate changes in the behavioral patterns of buyers and sellers on the platform to study consumer coping responses during the pandemic. We draw from the literature on coping with loss and personal adversity to present a consumer pandemic coping model derived from a synthesis of existing stage theories of coping and adaptation. The model presented can explain the aggregate changes in marketplace activity (e.g., traffic, sentiment, adoption, transaction patterns) we observe during the first several months of the pandemic. Our findings suggest that temporal coping processes can drive market behavior. This article provides insights about consumer coping to researchers and policy makers, as well as to firms who aim to be more prepared in the face of future crises.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"165 - 175"},"PeriodicalIF":2.6,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41634282","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research documents a preference for synchronized scheduling—when people choose to experience different events in different places at the same time as others. We find that people are willing to incur costs—for example, by scheduling negative events sooner or positive events later—to synchronize their schedules. Thus, when unable to share physical space, people can nevertheless share “temporal space” by choosing to schedule separate experiences at the same time. Eight studies (N=3,075) explore this preference, which does not extend to disliked others and persists even when only one person knows. We explain that this is because synchronized scheduling acts as “social glue,” increasing feelings of not only person-to-person social connection but also solidarity, trust, and cohesion within the group. As a result, it counteracts experienced and anticipated physical disconnection. We highlight implications for individuals and organizations seeking to create psychologically connected experiences in an increasingly physically disconnected world.
{"title":"Synchronized Scheduling: Choosing to Experience Different Events in Different Places at the Same Time as Others","authors":"Franklin Shaddy, Yanping Tu, Ayelet Fishbach","doi":"10.1086/723741","DOIUrl":"https://doi.org/10.1086/723741","url":null,"abstract":"This research documents a preference for synchronized scheduling—when people choose to experience different events in different places at the same time as others. We find that people are willing to incur costs—for example, by scheduling negative events sooner or positive events later—to synchronize their schedules. Thus, when unable to share physical space, people can nevertheless share “temporal space” by choosing to schedule separate experiences at the same time. Eight studies (N=3,075) explore this preference, which does not extend to disliked others and persists even when only one person knows. We explain that this is because synchronized scheduling acts as “social glue,” increasing feelings of not only person-to-person social connection but also solidarity, trust, and cohesion within the group. As a result, it counteracts experienced and anticipated physical disconnection. We highlight implications for individuals and organizations seeking to create psychologically connected experiences in an increasingly physically disconnected world.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"130 - 141"},"PeriodicalIF":2.6,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49350883","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Feyzan Karabulut, Sarah G. Moore, Paul R. Messinger
Videoconferencing offers firms and employees novel options for self-presentation in the form of onscreen backgrounds. We explore how customer service employees can use videoconference backgrounds to manage customers’ impressions of them and their firm. Four experiments, including a Facebook ad study, demonstrate that employees and customers prefer different types of backgrounds. We find that employees are miscalibrated about using revealing versus nonrevealing backgrounds, where revealing backgrounds convey information about their personality or preferences. Those in an employee role prefer to use nonrevealing (vs. revealing) backgrounds because they perceive that such backgrounds convey greater competence. In contrast, those in a customer role prefer interacting with employees who use revealing (vs. nonrevealing) backgrounds because they perceive that such backgrounds convey greater warmth. These differential background preferences have downstream consequences. Customers judge service quality as higher and are more likely to click on a Facebook ad when employees use revealing (vs. nonrevealing) backgrounds.
{"title":"Choosing Backgrounds for Success: The Role of Videoconference Backgrounds in Self-Presentation","authors":"Feyzan Karabulut, Sarah G. Moore, Paul R. Messinger","doi":"10.1086/723740","DOIUrl":"https://doi.org/10.1086/723740","url":null,"abstract":"Videoconferencing offers firms and employees novel options for self-presentation in the form of onscreen backgrounds. We explore how customer service employees can use videoconference backgrounds to manage customers’ impressions of them and their firm. Four experiments, including a Facebook ad study, demonstrate that employees and customers prefer different types of backgrounds. We find that employees are miscalibrated about using revealing versus nonrevealing backgrounds, where revealing backgrounds convey information about their personality or preferences. Those in an employee role prefer to use nonrevealing (vs. revealing) backgrounds because they perceive that such backgrounds convey greater competence. In contrast, those in a customer role prefer interacting with employees who use revealing (vs. nonrevealing) backgrounds because they perceive that such backgrounds convey greater warmth. These differential background preferences have downstream consequences. Customers judge service quality as higher and are more likely to click on a Facebook ad when employees use revealing (vs. nonrevealing) backgrounds.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"153 - 164"},"PeriodicalIF":2.6,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45509265","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Carter Morgan, Cait Lamberton, R. W. Reczek, C. Townsend
The COVID-19 pandemic forced large-scale social separation in a way not previously seen in modern societies. Though painful for many, this experience offers us the opportunity to learn about the way that consumption changes in the face of such social separation. In this article, we report three studies revealing that the greater the length of social separation, the more likely people are to perceive their reunion as an opportunity to refresh the impressions that others hold of them. In turn, the likelihood to engage in physically visible transformative behavior increases. Not only does this research help us to better understand the direct effects of COVID-19-related separation, but it also highlights an undocumented effect of lengthy social separation in general, implying the need to learn more about such experiences. Furthermore, results identify a new trigger for “fresh start” effects, showing their potential to play a role in interpersonal relationships.
{"title":"Friends Interrupted: How Reunions after Social Separation Motivate Physically Transformative Consumer Behavior","authors":"Carter Morgan, Cait Lamberton, R. W. Reczek, C. Townsend","doi":"10.1086/723737","DOIUrl":"https://doi.org/10.1086/723737","url":null,"abstract":"The COVID-19 pandemic forced large-scale social separation in a way not previously seen in modern societies. Though painful for many, this experience offers us the opportunity to learn about the way that consumption changes in the face of such social separation. In this article, we report three studies revealing that the greater the length of social separation, the more likely people are to perceive their reunion as an opportunity to refresh the impressions that others hold of them. In turn, the likelihood to engage in physically visible transformative behavior increases. Not only does this research help us to better understand the direct effects of COVID-19-related separation, but it also highlights an undocumented effect of lengthy social separation in general, implying the need to learn more about such experiences. Furthermore, results identify a new trigger for “fresh start” effects, showing their potential to play a role in interpersonal relationships.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"142 - 152"},"PeriodicalIF":2.6,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47383217","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In a longitudinal study of a large sample of Americans, we found that people with a low socioeconomic status (SES) gained more weight during the COVID-19 pandemic, further exacerbating their vulnerability to the SARS-CoV-2 virus. The association between SES and weight gain was mediated by stress, but not by the other environmental or psychological factors suggested by prior research (e.g., temporal focus). A serial mediation model demonstrated that stress both decreased energy expenditures (through reduced physical activity) and increased energy intake (through higher and less healthy food intake). A follow-up study revealed that the early effects of the pandemic on weight and behavioral changes persisted 20 months later. Furthermore, stress levels decreased among people with a higher SES but remained high for those with a lower SES. These findings demonstrate how the COVID-19 pandemic exacerbated health inequalities and provides insights for market-based and government solutions.
{"title":"Inequality, Stress, and Obesity: Socioeconomic Disparities in the Short- and Long-Term Effects of the COVID-19 Pandemic","authors":"M. Langlois, Pierre Chandon","doi":"10.1086/723744","DOIUrl":"https://doi.org/10.1086/723744","url":null,"abstract":"In a longitudinal study of a large sample of Americans, we found that people with a low socioeconomic status (SES) gained more weight during the COVID-19 pandemic, further exacerbating their vulnerability to the SARS-CoV-2 virus. The association between SES and weight gain was mediated by stress, but not by the other environmental or psychological factors suggested by prior research (e.g., temporal focus). A serial mediation model demonstrated that stress both decreased energy expenditures (through reduced physical activity) and increased energy intake (through higher and less healthy food intake). A follow-up study revealed that the early effects of the pandemic on weight and behavioral changes persisted 20 months later. Furthermore, stress levels decreased among people with a higher SES but remained high for those with a lower SES. These findings demonstrate how the COVID-19 pandemic exacerbated health inequalities and provides insights for market-based and government solutions.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"195 - 206"},"PeriodicalIF":2.6,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48407305","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The lockdowns imposed in response to the COVID-19 pandemic abruptly upended people’s lives and daily structure. In this survey of 1,506 Americans conducted in June 2020, we test how quarantine affects feelings of elapsed time (the subjective temporal distance from an event). We find that feelings of elapsed time are determined either by how people spent their time in quarantine or by how much time since an event was spent in quarantine, depending on whether people are still in quarantine at the time of evaluation. Specifically, whether people quarantined alone and the extent to which they maintained a temporal structure affect feelings of elapsed time while people are in quarantine; once people leave quarantine, feelings of elapsed time depend on how much of the time following an event was spent in quarantine, rather than on how they spent their time in it.
{"title":"Covid Time: How Quarantine Affects Feelings of Elapsed Time","authors":"M. Han, Guy Voichek, G. Zauberman","doi":"10.1086/723739","DOIUrl":"https://doi.org/10.1086/723739","url":null,"abstract":"The lockdowns imposed in response to the COVID-19 pandemic abruptly upended people’s lives and daily structure. In this survey of 1,506 Americans conducted in June 2020, we test how quarantine affects feelings of elapsed time (the subjective temporal distance from an event). We find that feelings of elapsed time are determined either by how people spent their time in quarantine or by how much time since an event was spent in quarantine, depending on whether people are still in quarantine at the time of evaluation. Specifically, whether people quarantined alone and the extent to which they maintained a temporal structure affect feelings of elapsed time while people are in quarantine; once people leave quarantine, feelings of elapsed time depend on how much of the time following an event was spent in quarantine, rather than on how they spent their time in it.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"176 - 186"},"PeriodicalIF":2.6,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44381826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Martin Mende, Dhruv Grewal, Abhijit Guha, Kusum L. Ailawadi, Anne L. Roggeveen, Maura L. Scott, A. Rindfleisch, K. Pauwels, Barbara Kahn
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.
{"title":"Exploring Consumer Responses to COVID-19: Meaning Making, Cohort Effects, and Consumer Rebound","authors":"Martin Mende, Dhruv Grewal, Abhijit Guha, Kusum L. Ailawadi, Anne L. Roggeveen, Maura L. Scott, A. Rindfleisch, K. Pauwels, Barbara Kahn","doi":"10.1086/723742","DOIUrl":"https://doi.org/10.1086/723742","url":null,"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.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"220 - 234"},"PeriodicalIF":2.6,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43353554","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Melissa G. Bublitz, Katherine M. Du, Jonathan Hansen, E. Miller, L. Peracchio
This article explores how a devastating hunger crisis, which seemed destined to accompany the COVID-19 pandemic in the United States, was thwarted by historic federal emergency food policy interventions. We outline the vital public policy innovations in food access launched during the COVID-19 pandemic as well as the nonprofit emergency food network programs designed to implement and accompany these policies. In particular, we focus on innovations that addressed hunger for two vulnerable groups, children and the elderly, and we describe how these innovations increased food access. Finally, we advocate for the continuation of COVID-19 anti-hunger pandemic policies in the “next normal” because they reveal a path to end hunger that preserves people’s dignity and provides healthy and affordable food access for all.
{"title":"Ending Hunger: How COVID-19 Revealed a Path to Food Access for All","authors":"Melissa G. Bublitz, Katherine M. Du, Jonathan Hansen, E. Miller, L. Peracchio","doi":"10.1086/723743","DOIUrl":"https://doi.org/10.1086/723743","url":null,"abstract":"This article explores how a devastating hunger crisis, which seemed destined to accompany the COVID-19 pandemic in the United States, was thwarted by historic federal emergency food policy interventions. We outline the vital public policy innovations in food access launched during the COVID-19 pandemic as well as the nonprofit emergency food network programs designed to implement and accompany these policies. In particular, we focus on innovations that addressed hunger for two vulnerable groups, children and the elderly, and we describe how these innovations increased food access. Finally, we advocate for the continuation of COVID-19 anti-hunger pandemic policies in the “next normal” because they reveal a path to end hunger that preserves people’s dignity and provides healthy and affordable food access for all.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"207 - 219"},"PeriodicalIF":2.6,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48506594","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Jou Pub What I thought I could bring to the table . . . insight and understanding that would broaden the field, that would make it more appealing to other [underrepresented groups] to study and make non-[underrepresented groups] have a greater respect for the community and what the community represents. —Jerome Williams, in an interview with Susan Todd, Rutgers Business School, four days before his death on January 29, 2021
{"title":"Fulfilling Jerome’s Legacy","authors":"Samantha N. N. Cross, Stephanie Dellande","doi":"10.1086/723069","DOIUrl":"https://doi.org/10.1086/723069","url":null,"abstract":"Jou Pub What I thought I could bring to the table . . . insight and understanding that would broaden the field, that would make it more appealing to other [underrepresented groups] to study and make non-[underrepresented groups] have a greater respect for the community and what the community represents. —Jerome Williams, in an interview with Susan Todd, Rutgers Business School, four days before his death on January 29, 2021","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"1 - 7"},"PeriodicalIF":2.6,"publicationDate":"2022-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46480774","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Although premarket options like innovative therapies (ITs) have potential to cure life-threatening diseases, they are not always adopted. In some cases, this is informed by a legacy and ongoing presence of racism, discrimination, and distrust in health delivery that complicate consumer experiences. This study responds to calls for greater research in marketing—exploring serious forms of risk and the racialized experiences of Black consumers. Using archival content associated with consumers impacted by sickle cell disease, we find that the interplay between individual and collective high-risk assessments involves (re)drawing risk boundaries, racialized risk personalization, and deracializing risk. Our work extends the consumer research literature to include (a) the link between race, high-risk consumption, and high-risk environments; (b) historicizing in consumers’ multilevel risk assessments; and (c) premarket innovations as a novel high-risk context.
{"title":"In the Back of the Bus: Racialized High-Risk Consumption and Sickle Cell Disease","authors":"Lez Trujillo-Torres, Benét DeBerry-Spence","doi":"10.1086/722684","DOIUrl":"https://doi.org/10.1086/722684","url":null,"abstract":"Although premarket options like innovative therapies (ITs) have potential to cure life-threatening diseases, they are not always adopted. In some cases, this is informed by a legacy and ongoing presence of racism, discrimination, and distrust in health delivery that complicate consumer experiences. This study responds to calls for greater research in marketing—exploring serious forms of risk and the racialized experiences of Black consumers. Using archival content associated with consumers impacted by sickle cell disease, we find that the interplay between individual and collective high-risk assessments involves (re)drawing risk boundaries, racialized risk personalization, and deracializing risk. Our work extends the consumer research literature to include (a) the link between race, high-risk consumption, and high-risk environments; (b) historicizing in consumers’ multilevel risk assessments; and (c) premarket innovations as a novel high-risk context.","PeriodicalId":36388,"journal":{"name":"Journal of the Association for Consumer Research","volume":"8 1","pages":"8 - 20"},"PeriodicalIF":2.6,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46101165","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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