Changes in Consumer Decision-Making Resulting from the COVID-19 Pandemic
Document Type
Article
Publication Date
12-2020
Department
School of Business
Abstract
Change is inevitable. As such, all global economies are susceptible to being impacted by a catalyst capable of altering the economy as well as the behaviours of consumers within that economy. COVID-19 may prove to be such an economic catalyst. This research examines the effects of the ongoing COVID-19 healthcare pandemic and the United States (US) government's pandemic interventions on US consumers' behaviours.
This study provides a critical analysis of published findings across healthcare and marketing to examine macro changes in US consumer decision-making behaviours. To get a baseline for the impact of the COVID-19 pandemic on consumers' perceptions, we collected survey data from consumers and compared their behaviours pre- and post-declaration of the pandemic. The findings suggest that the COVID-19 pandemic has altered consumers' product needs, shopping behaviours, purchasing behaviours as well as their post-purchase satisfaction levels. For example, since the start of the pandemic, consumers are avoiding publically consumed products and have increased their virtual shopping and online purchasing behaviours. Findings also suggest that it may now be more difficult for marketers to gain customer loyalty because consumers' satisfaction levels have decreased.
Never before has a health pandemic caused the US to mandate business closings or to hinder marketing operations across so many economic sectors, simultaneously. As such, the novel coronavirus and the resultant US governmental pandemic mitigation actions are unique. This research offers original findings on shifts in consumers' decision-making behaviours. Marketing implications concerning an emerging post-pandemic marketing landscape are provided.
DOI
10.1362/147539220X16003502334181
First Page
299
Last Page
323
Volume
19
Issue
4
ISSN
14753928
Recommended Citation
Mason, A. N., Narcum, J. A., & Mason, K. H. (2020). Changes in Consumer Decision-Making Resulting from the COVID-19 Pandemic. Journal of Customer Behavior, 19(4):299-323, doi: 10.1362/147539220X16003502334181.