Abstract

SALINAS-MERCADO, Esteban; MERCADO-GONZALEZ, Julieta  and  BARAJAS-PORTAS, Karla. Life-gambling: Metaphor Elicitation in Consumers during the COVID-19 Pandemic. The Anáhuac j. [online]. 2022, vol.22, n.1, pp.12-35.  Epub Aug 08, 2022. ISSN 2683-2690.  https://doi.org/10.36105/theanahuacjour.2022v22n1.01.

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.

Keywords : Fear; Consumption; Risk; Death; ZMET; Metaphor Elicitation; COVID-19; M31..

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