#5279. Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Marketing;
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Abstract:
Using the regulatory-focus theory (i.e. promotion- and prevention-focused concepts), the research investigates shoppers positive/negative coping behaviours and segmentation linked to COVID-19. Supported by an online survey with 213 shoppers conducted after the first national lockdown (March 20XX), factor analysis identified a set of four shopping factors meaningful to profile shoppers’ coping behaviours and segmentation. Positive coping is represented by quality-, price- and brand-focused shopping factors, whereas negative coping is represented by store-focused. The resultant three shopper segments are known as the mindful shopper (positive and negative coping), and the indulgent and the optimal shoppers (more positive coping).
Keywords:
Pandemic crisis; Regulatory-focus theory; Retail strategy; Segmentation; Shopper behaviour

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