Life-gambling: Metaphor Elicitation in Consumers during the COVID-19 Pandemic

Esteban Salinas (), Julieta Mercado () and Karla Barajas ()
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Esteban Salinas: University of Glasgow, School of Humanities and Social Sciences, United Kingdom
Julieta Mercado: Universidad Anáhuac México, México
Karla Barajas: Universidad Anáhuac México, México

The Anahuac Journal, 2022, vol. 22, issue 1, 12-35

Abstract: The objective of the research is to understand consumer emotions which have been encountered during the COVID-19 health emergency, and which affect marketing and business. The study considers perceived risk and fear as moderators which, when directly put in relation to a particular set of COVID-19 pandemic-specific anxieties and stress, may serve to account for the gathered empirical data and therefore contribute to explain and predict changes in shopping frequencies and preferences. The study comprises a qualitative analysis using the ZMET methodology with interviews considering 40 men and women questioned about their experiences as consumers. The results show changes in consumption, emotions, and lifestyles; creating a new social norm governed by positive and negative emotions and defining issues of significant concern to post-pandemic consumers, such as adaptation, protection, health, technology, and family connection

Keywords: Fear; Consumption; Risk; Death; ZMET; Metaphor Elicitation; COVID-19 (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:amj:journl:v:22:y:2022:i:1:p:12-35

DOI: 10.36105/theanahuacjour.2022v22n1.01

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