Theories on consumer behavioral change emerged from the study of psychology and later used on consumer behaviors. Behaviorists believe that human behaviors can change from stimulus and responses based on the theories developed by Pavlov, Skinner, Thorndike, and many others.  In this paper, the COVID-19 pandemic has forced many countries to take actions such as restricting people movement, providing economic stimulus to push the economy back up, and enforcing social distancing rules and alike to flatten the pandemic curve. The study envisioned that all the actions taken by the government, especially in the context of Malaysia, as stimulus that create positive and negative responses from the learning consumers. The study emulates the operant conditioning theory and proposes four different types of behavior categories that arises from the pandemic. The aim of this paper is to propose a conceptual framework of the market segmentation arising from COVID-19 pandemic. Methodology used by the study is based from the literature search and secondary data to come out with the suggested framework. The expected findings of the study are the four segments of the consumers based on their behavioral reactions post pandemic. The four segments are the back to square one, new normal, moderately new norm, and recycle consumer groups. Their preferences, needs, and wants can change the landscape of how market can be segmented apart from how business should react towards the changes in the future. Policy could be developed in terms of promoting the new norms behavior to overcome COVID-19 problems and future outbreaks as well as to ensure that Malaysia can be accommodative to the industrial revolution 4.0. Future research should be conducted to replicate the framework in different contexts and industries.

This study investigated undergraduate students' entrepreneurial intentions using the Entrepreneurial Intention Model (EIM). The model was adapted from the Theory of Planned Behaviour (TPB). Three variables, namely professional attraction, social valuation, and entrepreneurial capacity were included in the study of entrepreneurial intention based on the EIM. This study applied a modified version of the Entrepreneurial Intention Question (EIQ) by Liñán and Chen. A convenience sample was drawn and a total of 136 students from Higher Education Institutions (HEIs) in Malaysia participated in the study. The questionnaire was distributed using Google forms through various social media applications such as WhatsApp, Twitter, and Facebook. The collected data was analysed using multiple linear regression analysis. Three hypotheses were generated in this study and the results showed that all three hypotheses were supported. Professional attraction, social valuation, and entrepreneurial capacity had an influence on university students' entrepreneurial intention. The results of this study showed that the students have a strong desire to become entrepreneurs and that they are interested in pursuing entrepreneurship as a career path in the future. Their social circles were also important to them, despite the fact that they were aware that entrepreneurship was not a high priority in their social circles. Apart from that, they are aware of the necessary skills, attitudes, and abilities to become entrepreneurs. This study is useful for higher learning institutions and governmental and non-governmental agencies to further enhance entrepreneurship development programs at the university level, particularly during the post-COVID-19 pandemic period.

The theory of human behavior change is developed from psychological studies and then applied to consumer behavior. Psychologists believe that human behavior can change through stimuli and responses based on theories developed by psychologists and behaviorists. The threat of the COVID-19 pandemic has led some countries to take drastic actions such as implementing movement control orders (MCO) to curb the spread of the pandemic and provide economic stimulus packages to restore the current economic situation. In the context of Malaysia, this study suggests that the actions taken by the government can create positive and negative responses through consumer learning theory. This study is based on operant conditioning theory and the study suggests four categories of consumer behavior after the COVID-19 pandemic. The purpose of this article is to propose a conceptual research framework related to consumer segments that exist as a result of COVID-19 and propose new types of wealth creation post-COVID-19. It is expected that the results of the study will prove that there are four segments of consumers based on reactions through behaviors that are highlighted during a pandemic. It involves the behavior of returning to the old norms, adjusting and adapting to new norms, going back to square one, and recycling the previous behaviours. Certain policies can be developed to highlight the new normative behavior among consumers to overcome the impact of COVID-19, and even to ensure that Malaysia is competitive in the face of economic recovery. Future studies need to be conducted on an ongoing basis to ensure that the proposed framework can be adapted in different contexts and industries. Abstrak Teori perubahan gelagat manusia dibangunkan dari kajian psikologi seterusnya diaplikasikan kepada gelagat pengguna. Pakar psikologi percaya bahawa gelagat manusia boleh berubah melalui rangsangan dan tindak balas berdasarkan teori-teori yang dibangunkan oleh ahli psikologi dan behaviorisme. Ancaman pandemik COVID-19 telah menyebabkan beberapa negara mengambil tindakan drastik seperti melaksanakan perintah kawalan pergerakan (PKP) bagi mengekang penularan pandemik dan menyediakan pakej rangsangan ekonomi untuk memulihkan keadaan ekonomi semasa. Dalam konteks negara Malaysia, kajian ini mencadangkan bahawa tindakan yang diambil oleh pihak kerajaan mampu mewujudkan tindak balas positif dan negatif melalui teori pembelajaran pengguna. Kajian ini didasari oleh teori pelaziman operan (operant conditioning theory) yang mencadangkan empat kategori gelagat pengguna semasa berlakunya pandemik COVID-19. Tujuan kertas kajian ini adalah untuk mencadangkan rangka kajian konseptual berkaitan segmen pengguna yang wujud akibat COVID-19 dan cadangan jenis penjanaan kekayaan yang baharu pasca COVID-19. Jangkaan hasil kajian akan membuktikan terdapat empat segmen pengguna berdasarkan reaksi melalui gelagat yang ditonjolkan semasa pandemik. Ia melibatkan gelagat kembali ke tabiat asal, norma baharu, norma baharu yang sederhana, dan kitar semula. Dasar-dasar tertentu boleh dibangunkan bertujuan untuk mengetengahkan gelagat norma baharu dalam kalangan pengguna bagi mengatasi impak COVID-19, malahan untuk memastikan Malaysia berdaya saing dalam mengharungi pemulihan ekonomi. Kajian di masa akan datang perlu dijalankan secara berterusan untuk memastikan rangka kerja yang dicadangkan dapat diadaptasi dalam konteks dan industri yang berbeza.