[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/amj/journl/v22y2022i1p12-35.html
   My bibliography  Save this article

Life-gambling: Metaphor Elicitation in Consumers during the COVID-19 Pandemic

Author

Listed:
  • Esteban Salinas-Mercado

    (University of Glasgow, School of Humanities and Social Sciences, United Kingdom)

  • Julieta Mercado González

    (Universidad Anáhuac México, México)

  • Karla Barajas Portas

    (Universidad Anáhuac México, México)

Abstract
The objective of the research is to understand consumer emotions which have been encountered during the COVID-19 health emergency, and which affect marketing and business. The study considers perceived risk and fear as moderators which, when directly put in relation to a particular set of COVID-19 pandemic-specific anxieties and stress, may serve to account for the gathered empirical data and therefore contribute to explain and predict changes in shopping frequencies and preferences. The study comprises a qualitative analysis using the ZMET methodology with interviews considering 40 men and women questioned about their experiences as consumers. The results show changes in consumption, emotions, and lifestyles; creating a new social norm governed by positive and negative emotions and defining issues of significant concern to post-pandemic consumers, such as adaptation, protection, health, technology, and family connection

Suggested Citation

  • Esteban Salinas-Mercado & Julieta Mercado González & Karla Barajas Portas, 2022. "Life-gambling: Metaphor Elicitation in Consumers during the COVID-19 Pandemic," The Anahuac Journal, Business and Economics School. Anahuac University (Mexico)., vol. 22(1), pages 12-35, June.
    • Handle: RePEc:amj:journl:v:22:y:2022:i:1:p:12-35
    DOI: https://doi.org/10.36105/theanahuacjour.2022v22n1.01
    as

    Download full text from publisher

    File URL: https://revistas.anahuac.mx/the_anahuac_journal/article/view/1330/1255
    Download Restriction: no
    File URL: https://revistas.anahuac.mx/the_anahuac_journal/article/view/1330/1387
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.36105/theanahuacjour.2022v22n1.01?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Fear; Consumption; Risk; Death; ZMET; Metaphor Elicitation; COVID-19;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:amj:journl:v:22:y:2022:i:1:p:12-35. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Adriana Sanchez Escalante (email available below). General contact details of provider: https://edirc.repec.org/data/feanamx.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.