When should retailers increase prices during a crisis? A longitudinal inquiry during the COVID-19 pandemic

Consumers and service robots: Power relationships amid COVID-19 pandemic

Robotics significantly influence retail and consumer services. The COVID-19 pandemic further amplified the rise of service robots (SRs) through social distancing measures. While robots are embraced widely by retailers and service providers, consumers’ interaction with SRs remains an intriguing avenue of research across contexts. By taking a relative social power perspective, we report on a series of pre- and intra-COVID-19 studies. Our findings suggest that Gen-Z consumers hold more positive attitudes towards SRs perceived as lower in power vis-à-vis the human user. The longitudinal nature of our study also reveals that while attitudes towards such low-power services turned more negative during the COVID-19 pandemic, attitudes towards SRs that are high in power vis-à-vis the human user remained stable. In practical terms, while Gen-Z consumers hold more positive attitudes towards low-power robots, such service providers also face the challenge of relatively changeable attitudes towards them, especially during crisis times.

Positive behavioral change during the COVID‐19 crisis: The role of optimism and collective resilience

While the issue of behavioral change is of increasing interest to academics and practitioners, an understanding of its drivers remains limited. Consistent with the possibility that destabilizing events can trigger the implementation of beneficial changes in one's life, this research studies the COVID‐19 pandemic and its influence on the adoption of positive habits. More specifically, it focuses on positive health and lifestyle‐related behavioral changes observed within the confined population, as well as the antecedents of such changes. Two surveys conducted 1 month apart in an urban setting severely affected by the pandemic confirm the role of optimism toward the crisis as an antecedent to four changes: slowdown in pace of life, decluttering of personal space, reflection on consumption habits and adoption of healthy behaviors. Collective resilience, social support and anxiety are identified as determinants of optimism. Results suggest an evolution of certain relations including the increase of collective resilience effect on optimism over time.

Can advertising enhance consumers' desirable COVID-19 health behavioral intentions? The role of brand-pandemic fit

This article explores the fit between the advertised brand and the pandemic as a potential influence on consumers' intentions to engage in socially responsible health behaviors (social distancing, mask wearing, and getting tested when exposed). In an advanced and emerging market setting we find that advertisements for brands that are perceived as high on brand-pandemic fit enhance consumers' socially desirable COVID-19 health behavioral intentions and changes in brand credibility is the mechanism that drives such intentions. Fit is especially beneficial on the intentions of consumers whose health beliefs reflect only low to moderate concern about COVID-19. Consumers with low or moderate (vs. high) COVID-19 health beliefs exhibit an increased susceptibility to the fit-desirable health behavioral intentions relationship. The results are also corroborated in an emerging market context. Together, the results establish links between brand-pandemic fit of advertisements, brand credibility, health beliefs, and consumers' intentions to engage in socially desirable health behaviors. The results suggest that advertising can play a role in encouraging desirable health behaviors and can promote consumer welfare via ads of high fit products and services that provide benefits during the pandemic in both advanced and emerging markets.

Deriving happiness through extraordinary or ordinary brand experiences in times of COVID-19 threat

The authors examined how the joint effect of brand experience type (ordinary vs. extraordinary) and COVID-19 threat on consumer happiness changed at different stages of the COVID-19 pandemic. The findings from five studies, with the COVID-19 threat and lockdown status measured as well as manipulated, suggest that COVID-19 threat exerts converse moderating influences on the extraordinariness-happiness relationship under no lockdown and lockdown. Under lockdown, threat attenuates the effect of brand extraordinariness on happiness; extraordinary brand experiences bring more happiness than ordinary brand experiences when the perceived threat of COVID-19 is low, but consumers derive comparable happiness from extraordinary and ordinary experiences when perceived threat is high. Under no lockdown, threat amplifies the positive effect of extraordinariness on happiness. Consumers rarely experience a large-scale lockdown due to a pandemic, and this research advances understanding of how consumer happiness from a brand experience changes with the trajectory of a pandemic.