A typology of Jordanian consumers after Covid-19: The rational, the suspicious, and the cautious consumer.
J Consum Aff
; 2022 Nov 02.
Article
in English
| MEDLINE | ID: covidwho-2274650
ABSTRACT
This study presents a detailed typology of Jordanian consumers that identifies the effects of Covid-19 on their personal, social, and purchase and consumption patterns following the pandemic. Based on a qualitative approach using a sample of Jordanian consumers (N = 71), this study identifies three main types of consumers the rational, suspicious, and cautious. All were distinguished by cognitive, emotional, and behavioral differences the rational consumers viewed the pandemic as a natural occurrence, were willing to vaccinate, and took the opportunity to improve their lives and consumption behavior; the suspicious consumers viewed the pandemic as a man-made virus and refused to rationalize their behaviors and follow the social-distancing rules or vaccinate; and the cautious consumers were generally somewhere in between, and while they improved some aspects of their consumption, social, and personal lives, other aspects either remained the same or worsened. The findings have implications for managers and governmental bodies.
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Type of study:
Qualitative research
Topics:
Vaccines
Language:
English
Year:
2022
Document Type:
Article
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