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

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  • Kirk, Colleen P.
  • Rifkin, Laura S.

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.

Suggested Citation

  • Kirk, Colleen P. & Rifkin, Laura S., 2020. "I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 117(C), pages 124-131.
    • Handle: RePEc:eee:jbrese:v:117:y:2020:i:c:p:124-131
    DOI: 10.1016/j.jbusres.2020.05.028
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