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(Not) Near and Dear:COVID-19 的担忧增加了消费者对“不在我身边”的产品的偏好

消费者研究协会杂志。 可能是1,2021

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这项研究调查了 COVID-19 如何影响消费者对被确定为“靠近我”而不是“靠近我”的产品的反应。 我们的理论是,COVID-19 带来的高度孤立感或孤独感唤起了对社会联系的需求,这增加了“不靠近”产品的吸引力,从而消除了“靠近我”产品所预期的偏好优势。 为理论化过程提供支持,当 COVID-19 问题突出(与不突出)时,这种对“不接近”产品的偏好在长期经历孤独的人和感觉与他人有密切联系的人中减弱。 这些发现为 COVID-19 等大流行期间消费者的决策提供了新的见解。 结果还对与社会疏远措施相关的潜在意外后果产生了重要的政策影响,即使消费者在购买产品时在地理上更具流动性。

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