The new consumer: A typology of consumer reactions to the COVID-19 crisis

The COVID-19 crisis is disrupting and changing the lives of consumers in dramatic ways. Research and businesses face the challenge of responding to an unprecedented situation. Drawing on a three-step empirical study design, this study identifies how consumers in Germany and Switzerland reacted to financial and non-financial constraints imposed by the COVID-19 crisis. Building on these findings, we typologize consumer reactions to the COVID-19 crisis. Based on this in-depth analysis of consumer reactions, this study provides guidance to researchers and businesses during volatile times of the COVID-19 crisis. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2022. All rights reserved.