Frontiers: Unmasking Social Compliance Behavior During the Pandemic

Shunyuan Zhang (), Kaiquan Xu () and Kannan Srinivasan ()
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Shunyuan Zhang: Marketing, Harvard Business School, Boston, Massachusetts 02163
Kaiquan Xu: School of Business, Renmin University of China, Beijing 100872, China
Kannan Srinivasan: Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213

Marketing Science, 2023, vol. 42, issue 3, 440-450

Abstract: In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down viral transmission. People complied to varying extents, and their reactions may have been driven by a variety of psychological factors. Based on the literature on social influence and on mask-wearing, we define three customer segments: Fully-Compliant customers wear masks, and they seem motivated primarily by concerns about their own health risk. Partially-Compliant customers also wear masks, but with improper and ineffective coverage; our empirical analysis suggests that they are motivated primarily by a desire to comply with social norms. Finally, Unmasked customers do not wear masks. We examine changes in shopping behaviors with the onset of the pandemic to corroborate the conjectured mask-wearing motives. We find that the three groups made significantly different behavior changes: Fully-Compliant customers shopped significantly faster and practiced stricter social distancing with the onset of the pandemic, whereas the other two groups did not adjust their shopping duration or social distancing.

Keywords: video analytics; in-store shopping; mask; sensitivity to risk; social perception; pandemic (search for similar items in EconPapers)
Date: 2023
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