<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902022000100012</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2022v22n1.01</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Life-gambling: Metaphor Elicitation in Consumers during the COVID-19 Pandemic]]></article-title>
<article-title xml:lang="es"><![CDATA[La vida en riesgo: elicitación de metáforas en los consumidores durante la pandemia de COVID-19]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salinas-Mercado]]></surname>
<given-names><![CDATA[Esteban]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mercado-González]]></surname>
<given-names><![CDATA[Julieta]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barajas-Portas]]></surname>
<given-names><![CDATA[Karla]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of Glasgow School of Humanities and Social Sciences ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>United Kingdom</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Anáhuac México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Anáhuac México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<volume>22</volume>
<numero>1</numero>
<fpage>12</fpage>
<lpage>35</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902022000100012&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902022000100012&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902022000100012&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de la investigación es comprender las emociones de los consumidores que se han encontrado durante la emergencia sanitaria de COVID-19 y que afectan el marketing y los negocios. El estudio considera el riesgo y el miedo percibidos como moderadores que, cuando se relacionan directamente con un conjunto particular de ansiedades y estrés específicos de la pandemia de COVID-19, pueden servir para explicar los datos empíricos recopilados y, por lo tanto, contribuir a explicar y predecir cambios en las compras, frecuencias y preferencias. El estudio comprende un análisis cualitativo utilizando la metodología ZMET, con entrevistas que consideran a 40 hombres y mujeres a quienes se les hicieron preguntas sobre sus experiencias como consumidores. Los resultados muestran cambios en el consumo, emociones y estilos de vida, que muestran la creación de una nueva norma social regida por emociones positivas y negativas, y definiendo temas de gran preocupación para los consumidores pospandemia, como la adaptación, la protección, la salud, la tecnología y la conexión familiar.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Fear]]></kwd>
<kwd lng="en"><![CDATA[Consumption]]></kwd>
<kwd lng="en"><![CDATA[Risk]]></kwd>
<kwd lng="en"><![CDATA[Death]]></kwd>
<kwd lng="en"><![CDATA[ZMET]]></kwd>
<kwd lng="en"><![CDATA[Metaphor Elicitation]]></kwd>
<kwd lng="en"><![CDATA[COVID-19]]></kwd>
<kwd lng="en"><![CDATA[M31.]]></kwd>
<kwd lng="es"><![CDATA[miedo]]></kwd>
<kwd lng="es"><![CDATA[consumo]]></kwd>
<kwd lng="es"><![CDATA[riesgo]]></kwd>
<kwd lng="es"><![CDATA[muerte]]></kwd>
<kwd lng="es"><![CDATA[ZMET]]></kwd>
<kwd lng="es"><![CDATA[elicitación de metáforas]]></kwd>
<kwd lng="es"><![CDATA[COVID-19]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
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