Impact of the perceived threat of COVID-19 on variety-seeking
By Jungkeun Kim. Australasian Marketing Journal, 2020
102 citations recorded by the source corpus.
The COVID-19 pandemic has significantly influenced our daily and social lives as well as our consumption patterns. This paper focuses on the relationship between the COVID-19 threat and variety-seeking. Based on several theories, including reactance theory and terror management theory, we predict that the perceived threat of COVID-19 will increase the tendency to choose more and different options in multiple choice settings. Firstly, two empirical studies demonstrate that variety-seeking in food and stationery choices is enhanced as people's perceived threat from the disease increases. Study 3 further suggests the boundary conditions of the above pattern in that the type of decision (i.e., multiple option selections across different brands vs. within the same brand) will moderate the impact of the perceived threat on varietyseeking. Specifically, when the decision involved choice across different brands, participants showed higher variety-seeking under high (vs. low) perceived threat. However, the opposite pattern was true when the decision involved choice within the same brand. This research offers a deeper understanding of how variety-seeking can be changed by the perceived threat of COVID-19.
Subfields: Cognitive Neuroscience, Marketing, Social Psychology
View Paper: https://www.semanticscholar.org/paper/7a5528887f9d348cb31a36c99cedbd8d9a4d3a24
Citations in the corpus
- Preference for robot service or human service in hotels? Impacts of the COVID-19 pandemic (2020, unknown): “; and What are the chances of an average person getting infected with the coronavirus?) based on a 7-point scale (1 = extremely low, 7 = extremely high, Cronbach’s α = .851) based on recent COVID-19 literature (e.g., Kim, 2020; Kim and Lee, 2020).”
- Effects of COVID-19 on preferences for private dining facilities in restaurants (2020, unknown): “Then they were asked to indicate how they perceived the threat of the virus on four items (e.g., what are the chances of you getting infected with the coronavirus?) based on Kim (2020) and Kim et al. (2020) along 7-point scales (1 = extremely low, 7 = extremely high; Cronbach's α = 0.80).”