La vida en riesgo: elicitación de metáforas en los consumidores durante la pandemia de COVID-19
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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.
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