Reflection, Resilience, Rebound: Consumer Coping with the Pandemic

Abstract

The article discusses about consumer coping with the pandemic. In the article, authors first offer a comprehensive review of COVID-19 articles published in marketing journals through the resilience lens, using the capital-based approach as a framework. Authors then introduce the nine articles in this special issue to provide a perspective on how consumers accumulate social, human, and economic capital to survive and thrive during the pandemic. Authors conclude by discussing several clusters of topics we hope future research can shed light on. Authors also call for research that documents the differential recovery and resilience paths of the groups of consumers who were particularly hit hard by the COVID-19 pandemic. With the high inflation rate, how will the financially disadvantaged consumers cope? How will they prioritize their lives? What kind of community and government resources and support should be put in place for those in the more marginalized groups of society? Which group of consumers will likely sustain a long-term negative impact of the COVID-19 pandemic? (PsycInfo Database Record (c) 2023 APA, all rights reserved)