 Identifying consumer segments based on COVID‐19 pandemic perceptions and responsesXiaojing Sheng, Seth C. Ketron and Yubing Wan Journal of Consumer Affairs, 2022, vol. 56, issue 1, 34-67 Abstract: Consumer responses to the COVID‐19 pandemic have varied widely. Thus, marketers need to understand consumer segments based on pandemic‐related responses and behaviors. Through two studies conducted 9 months apart, we find that consumers shift from three segments in Study 1—the Apprehensive, the Prepared, and the Dismissive, to two segments in Study 2—the Dedicated and the Dismissive. The Apprehensive feel particularly threatened of the virus. The Prepared and the Dedicated perceive a lower susceptibility but still take the health threat seriously. The Dismissive downplay the threat and exhibit more negative reactions to mitigation measures. We also demonstrate between‐segment downstream response differences. While the Apprehensive and the Prepared/Dedicated exhibit positive attitude toward companies enforcing guidelines, the Apprehensive engage in the most panic buying, hoarding, and stockpiling. The Dedicated also express greater stress and less life satisfaction than the Dismissive. The findings offer theoretical and practical implications for pandemic‐related consumer responses. Date: 2022 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:jconsa:v:56:y:2022:i:1:p:34-67 Ordering information: This journal article can be ordered from Access Statistics for this article Journal of Consumer Affairs is currently edited by Sharon Tennyson More articles in Journal of Consumer Affairs from Wiley Blackwell |
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