JACR insights on consumer behaviour during Covid-19 (webinar)

This December 2020 webinar, hosted by Northwestern University, showcases the 20 academic articles featured in the Journal of the Association for Consumer Research (JACR) special issue on Covid-19 and consumer behaviour. The short presentations cover diverse topics, such as consumer mistrust, information sharing, product preferences, fear and risk aversion, and exercise behaviours. This resource illustrates how the high streets and town centres of the future may need to pivot to meet changing consumer needs.

Date added 17 August 2021
Last updated 17 August 2021

The Covid-19 pandemic has had a significant impact on consumer behaviour – accelerating some trends seen before the crisis, such as online shopping, whilst inspiring some new ones, like outdoor play and exercise. This 2-hour online webinar, hosted on 8th December 2020 by the Kellogg School of Management at Northwestern University (USA), showcases the 20 academic articles featured in the Journal of the Association for Consumer Research (JACR) special issue on Covid-19 and consumer behaviour. It takes the form of quick-fire presentations from the authors, who hail from 8 different countries, and report the experiences, preferences, and decisions of global consumers during the pandemic, across 18 different countries. The papers cover a diverse range of consumer behaviour topics, such as:

  • Consumer mistrust
  • Information sharing
  • Conserving resources
  • Social solidarity
  • Pricing
  • Product preferences
  • Fear and risk aversion
  • Exercise behaviours
  • Religiosity and morality
  • Political ideology
  • Persuasion; and
  • Memorialisation behaviours.

For more on consumer behaviour and Covid-19, please see the following:

Global consumer survey from Fleishman Hillard, reporting on the pandemic and consumer behaviour changes

Special issue on consumers’ responses to threats, including the Covid-19 crisis, from the Journal of Consumer Research

Academic article on the ‘Covid-19 generation’ emerging from the pandemic, written by Zwanka and Buff