I ll trade you diamonds for toilet paper: Consumer reacting, coping and adapting
behaviors in the COVID-19 pandemic
#MMPMID32834208
Kirk CP
; Rifkin LS
J Bus Res
2020[Sep]; 117
(?): 124-131
PMID32834208
show ga
In this research, we document some of the many unusual consumer behavior patterns
that came to dominate the early days of the COVID-19 pandemic. We offer insights
based on theory to help explain and predict these behaviors and associated
outcomes in order to inform future research and marketing practice. Taking an
environmentally-imposed constraints point of view, we examine behaviors during
each of three phases: reacting (e.g., hoarding and rejecting), coping (e.g.
maintaining social connectedness, do-it-yourself behaviors, changing views of
brands) and longer-term adapting (e.g. potentially transformative changes in
consumption and individual and social identity). We discuss implications for
marketing researchers and practice.