The moderating role of childhood socioeconomic status on the impact of nudging on the perceived threat of coronavirus and stockpiling intention

Kim, Jungkeun; Giroux, Marilyn; Kim, Jae Eun; Choi, Yung Kyun; González-Jiménez, Héctor; Lee, Jacob C.; Park, Jooyoung; Jang, Seongsoo; Kim, Seongseop

doi:10.1016/j.jretconser.2020.102362

Cited by 27 publications

(28 citation statements)

References 76 publications

(82 reference statements)

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“…Those with high childhood socioeconomic status may seek to restore internal control and security by focusing on restoring themselves rather than relying on environmental support systems (Boucher, 2020 ). Our finding provides additional empirical supports for the notion that during stressful events (i.e., the COVID‐19 pandemic), consumers' early‐life experiences determine their choices and behaviors (e.g., J. Kim, Giroux, et al, 2021 ; Mittal & Griskevicius, 2014 ; Park et al, 2020 ).…”

Section: Discussionsupporting

confidence: 71%

The impact of COVID‐19 on consumer evaluation of authentic advertising messages

et al. 2021

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This study investigates the relationship between the COVID‐19 threat and consumer evaluation of a product with authenticity appeals in advertisements. We propose that threatening situations like COVID‐19 motivate consumers to lower their uncertainty and increase their preference for products with authentic advertising messages. Because individuals react differently to threatening environments according to their early‐life experiences, commonly reflected in childhood socioeconomic status, we examined whether childhood socioeconomic status moderates the relationship between threat and consumer evaluation of authenticity in advertisements. First, secondary data from Google Trends provided empirical support for our predictions. In additional experimental studies, participants evaluated different target products in four studies that either manipulated (Studies 2 and 3) or measured (Studies 4 and 5) COVID‐19 threat. Our results provide converging evidence that consumers positively evaluate products with authentic advertising messages under the COVID‐19 threat. Consumers' motivation to lower their uncertainty underlies the effect of COVID‐19 threat on their evaluation of authentic messages (Study 3). This attempt to reduce uncertainty is more likely to occur for consumers with relatively higher childhood socioeconomic status (Studies 4 and 5). These findings suggest that using authenticity appeals during a pandemic could effectively reduce consumers' perceived uncertainty and generate positive consumer evaluations.

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Section: Discussionsupporting

confidence: 71%

The impact of COVID‐19 on consumer evaluation of authentic advertising messages

et al. 2021

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“…Additionally, recent studies have revealed that the emergence of the COVID-19 pandemic and the extended periods of quarantine have fundamentally changed consumer behavior ( Anderson et al, 2020 ; Islam et al, 2020 ; Kim et al, 2020 ; Tran, 2021 ) and created new patterns of purchase/consumption in response to the perceived threat of the contagion with the COVID-19 virus ( Cohen, 2020 ; Laato et al, 2020 ). For example, Lu et al (2020) found that consumer trust has decreased as a result of the high sense of insecurity during shopping in the current context of the COVID-19 pandemic, which has had a negative impact on their satisfaction.…”

Section: Introductionmentioning

confidence: 99%

Protective measures against COVID-19 and the business strategies of the retail enterprises: Differences in gender, age, education, and income among shoppers

Untaru

Han

2021

Journal of Retailing and Consumer Services

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“…Panic buying involves the purchasing of large amounts of consumer goods in response to a perceived threat or disaster ( Yuen et al., 2020 ), whereas hoarding is more chronic and involves the saving of possessions that are perceived as needed, so much so that a person's home becomes substantially cluttered and disorganised (American Psychiatric Association, 2013 ). The COVID-19 pandemic and spread of fear through social media and the Internet may have exacerbated both issues ( Ahmad and Murad, 2020 ; Islam et al., 2020 ; Kim et al., 2020 ; Laato et al., 2020 ; Naeem, 2021 ; Sim et al., 2020 ). We aimed to understand if buying restrictions were perceived to be helpful and which psychological factors were associated with panic buying and hoarding during the pandemic, to learn how to manage these behaviours during future calamitous events.…”

Section: Introductionmentioning

confidence: 99%

Why did all the toilet paper disappear? Distinguishing between panic buying and hoarding during COVID-19

David

Visvalingam

Norberg

2021

Psychiatry Research

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The COVID-19 pandemic led to panic buying in many countries across the globe, preventing vulnerable groups from accessing important necessities. Some reports inaccurately referred to the panic buying as hoarding. Although hoarding is a separate issue characterised by extreme saving behaviour, the two problems may be influenced by similar factors. Participants from Australia and the United States (final N = 359) completed online self-report measures of panic buying, hoarding, shopping patterns, perceived scarcity, COVID-19 illness anxiety, selfishness, and intolerance of uncertainty. Our findings showed that panic buying was related to hoarding symptoms ( r ’s = .23 - .36), and yet, both were uniquely associated with different psychological factors. Whilst panic buying was most strongly related to greater perceived scarcity ( r ’s = .38 - .60), hoarding was most related to a general intolerance of uncertainty ( r ’s = .24 - .57). Based on our findings, future strategies to prevent panic buying should focus on reducing perceived scarcity cues in the community, as this seems to be the primary driver of panic buying. Another preventative strategy to reduce excessive acquiring and saving may be to implement educational programs to increase people's ability to tolerate distress and uncertainty.

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The moderating role of childhood socioeconomic status on the impact of nudging on the perceived threat of coronavirus and stockpiling intention

Cited by 27 publications

References 76 publications

The impact of COVID‐19 on consumer evaluation of authentic advertising messages

The impact of COVID‐19 on consumer evaluation of authentic advertising messages

Protective measures against COVID-19 and the business strategies of the retail enterprises: Differences in gender, age, education, and income among shoppers

Why did all the toilet paper disappear? Distinguishing between panic buying and hoarding during COVID-19

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