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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
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    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

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