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Frontiers: Unmasking Social Compliance Behavior During the Pandemic

Author

Listed:
  • Shunyuan Zhang

    (Marketing, Harvard Business School, Boston, Massachusetts 02163)

  • Kaiquan Xu

    (School of Business, Renmin University of China, Beijing 100872, China)

  • Kannan Srinivasan

    (Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213)

Abstract

In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down viral transmission. People complied to varying extents, and their reactions may have been driven by a variety of psychological factors. Based on the literature on social influence and on mask-wearing, we define three customer segments: Fully-Compliant customers wear masks, and they seem motivated primarily by concerns about their own health risk. Partially-Compliant customers also wear masks, but with improper and ineffective coverage; our empirical analysis suggests that they are motivated primarily by a desire to comply with social norms. Finally, Unmasked customers do not wear masks. We examine changes in shopping behaviors with the onset of the pandemic to corroborate the conjectured mask-wearing motives. We find that the three groups made significantly different behavior changes: Fully-Compliant customers shopped significantly faster and practiced stricter social distancing with the onset of the pandemic, whereas the other two groups did not adjust their shopping duration or social distancing.

Suggested Citation

  • Shunyuan Zhang & Kaiquan Xu & Kannan Srinivasan, 2023. "Frontiers: Unmasking Social Compliance Behavior During the Pandemic," Marketing Science, INFORMS, vol. 42(3), pages 440-450, May.
    • Handle: RePEc:inm:ormksc:v:42:y:2023:i:3:p:440-450
    DOI: 10.1287/mksc.2022.1419
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    References listed on IDEAS

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    1. Nitin Mehta & Surendra Rajiv & Kannan Srinivasan, 2003. "Price Uncertainty and Consumer Search: A Structural Model of Consideration Set Formation," Marketing Science, INFORMS, vol. 22(1), pages 58-84, June.
    2. Burnkrant, Robert E & Cousineau, Alain, 1975. "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 206-215, December.
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