US Consumer Behavior during a Pandemic: Precautionary Measures and Compensatory Consumption

Jane E. Workman and Seung-Hee Lee    


This study?s purposes were to examine how selected demographic variables affect frequency of use of precautionary measures when shopping for clothing in retail stores; and how uncertainty avoidance/ambiguity intolerance and fashion innovativeness affect (a) precautionary measures used when shopping in retail stores during a pandemic and (b) compensatory consumption. Participants (122 US men; 209 US women aged 20 to 64) completed an online questionnaire containing demographic items plus measures of uncertainty avoidance/ambiguity intolerance, compensatory consumption, precautionary measures, and fashion innovativeness. Data analysis included reliability, factor analysis, M/ANOVA and SNK. Older adults, adults with higher education, and married adults more frequently used precautionary measures when shopping in retail stores. Men and women reported similar frequency of use. Fashion innovators and consumers with less tolerance for uncertainty/ambiguity more frequently used precautionary measures. Fashion innovators and consumers higher in uncertainty avoidance/ambiguity intolerance engaged in more compensatory consumption. Generalization of the results is limited because the data are context-specific: country (US), time period (during a pandemic), and sample. Guidelines for the general public regarding precautionary measures came from within organizations, between organizations and experts but the general public was not consulted (public open innovation) perhaps hindering compliance with precautionary measures.

 Artículos similares

Omar Chabán, Alfredo Flores-Hernández, María Eugenia López-Pérez and Miguel A. Ruz-Mendoza    
Society in general, and markets in particular, are increasingly sensitive to principles linked to corporate social responsibility (CSR) and sustainability. The literature is prolific in this vein?providing a broad range of research covering the terms? me... ver más

Ângela Leite, Anabela Rodrigues and Sílvia Lopes    
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive... ver más

Virgilijus Sakalauskas and Dalia Kriksciuniene    
The growing popularity of e-commerce has prompted researchers to take a greater interest in deeper understanding online shopping behavior, consumer interest patterns, and the effectiveness of advertising campaigns. This paper presents a fresh approach fo... ver más
Revista: Algorithms

Almudena Recio-Román, Manuel Recio-Menéndez and María Victoria Román-González    
Vaccine hesitancy is a significant public health concern, with numerous studies demonstrating its negative impact on immunization rates. One factor that can influence vaccine hesitancy is media coverage of vaccination. The media is a significant source o... ver más
Revista: Computation

Ignacio Redondo and Gloria Aznar    
Website publishers cannot monetize the ad impressions that are prevented by ad-blockers. Publishers can then employ anti-ad-blockers that force users to choose between either accepting ad impressions by whitelisting the website in the ad-blocker, or leav... ver más
Revista: Informatics