Elsevier

Journal of Business Research

Volume 117, September 2020, Pages 124-131
Journal of Business Research

I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic

https://doi.org/10.1016/j.jbusres.2020.05.028Get rights and content

Abstract

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.

Keywords

Coronavirus
COVID-19
Pandemic
Hoarding
Social distancing
Do-it-yourself
Digital technology
Consumer behavior

Cited by (0)

Colleen P. Kirk is Associate Professor of Marketing at New York Institute of Technology in New York City. Kirk’s research centers around consumer behavior, especially in the areas of psychological ownership, territoriality, emotions, digital technologies and narcissism. Her work is published in leading journals such as Journal of Business Research, Journal of Consumer Research, Journal of Advertising Research, Entrepreneurship: Theory and Practice, Journal of Behavioral and Experimental Economics, Journal of Brand Management, Journal of Marketing Theory and Practice, and Journal of Retailing and Consumer Services. Kirk serves as an Associate Editor at Journal of Business Research, and a member of the Editorial Review Board at Journal of Advertising Research. An award-winning researcher and reviewer, with a professional background in the technology industry, she presents regularly at leading national and international conferences. Kirk holds a Bachelor of Arts from Cornell University, a Master of Business Administration from Southern Methodist University, a Master of International Management from the Thunderbird School of Global Management, and a Doctor of Professional Studies in Marketing and International Economics from Pace University.

Laura Rifkin’s research centers around reputation management, the sharing economy, psychological contracts, and obesity. She has published in leading journals, and speaks regularly at national and international conferences. Currently Assistant Professor of Marketing at Brooklyn College, Dr. Rifkin has taught at the City University of New York since 2009. Prior to joining academia, Dr. Rifkin had a wide and varied marketing career working for major corporations, advertising agencies and market research companies. Dr. Rifkin has worked with the leading pharmaceutical companies as a market research consultant and was cited in numerous business publications for her work in customer loyalty research. She was the founder and director of Grey Direct in Puerto Rico and held the position of Vice President and Director of Strategic Planning at Harte Hanks Direct. Dr. Rifkin holds a Bachelor of Science from Lehigh University, a Master of Business Administration from the Wharton School of Business, and a Doctor of Professional Studies in Marketing from Pace University.

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Authors contributed equally.

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