Pandemia de COVID-19: trilhas para pesquisas futuras em marketing envolvendo o papel regulatório do consumo pró-social
DOI:
https://doi.org/10.5585/remark.v19i3.17103Palavras-chave:
Covid-19, Pandemia, Comportamento do consumidor. Comportamento pró-social, Bem-estar.Resumo
Objetivo: Uma das estratégias adotadas por diversos países (i.e., China, Estados Unidos e Brasil) para contenção da pandemia de Covid-19 consiste na recomendação de distanciamento social para a população. Esse tipo de situação pode gerar emoções negativas, como medo e ansiedade, podendo afetar até mesmo o bem-estar e a esperança dos indivíduos e consequentemente os seus comportamentos de consumo. O presente trabalho tem como objetivo, portanto, o consumo pró-social como ferramenta para auxiliar a diminuição dos efeitos emocionais negativos causados pelo distanciamento social.
Método: O estudo constitui-se de uma combinação da revisão sistemática de literatura com o desenvolvimento de um modelo conceitual teórico que identifica lacunas e apresenta proposições de pesquisa que possam direcionar futuros estudos.
Originalidade: A literatura existente caracteriza o consumo pró-social como proveniente de emoções positivas. O presente trabalho propõe-se a explicar como o consumo pró-social pode gerar bem-estar mesmo em situações associadas a estados emocionais negativos.
Contribuições: O modelo conceitual teórico desenvolvido por este estudo explica o papel do consumo pró-social como comportamento que reduz os efeitos negativos das emoções negativas causadas pelo distanciamento social e promove o bem-estar dos consumidores durante a crise da Covid-19. O entendimento desses mecanismos é benéfico para os consumidores, para o setor público e para o setor privado, estes dois os quais poderão adotar estratégias nesse sentido, estimulando o consumo pró-social e o aumento do bem-estar, bem como impulsionando vendas e aumentando o valor percebido da marca, no caso do último.
Downloads
Referências
Addo, P. C., Jiaming, F., Kulbo, N. B., & Liangqiang, L. (2020). COVID-19: fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 40(7-8), 471-490.
Andrade, E. B., & Cohen, J. B. (2007). On the consumption of negative feelings. Journal of Consumer Research, 34, 283-300.
Arafat, S., Kar, S. K., Marthoenis, M., Sharma, P., Hoque Apu, E., & Kabir, R. (2020). Psychological underpinning of panic buying during pandemic (COVID-19). Psychiatry research, 289, 113061. doi: https://doi.org/10.1016/j.psychres.2020.113061
Baker, S. R., Farrokhnia, R. A., Meyer, S., Pagel, M., & Yannelis, C. (2020). How does household spending respond to an epidemic? Consumption during the 2020 covid-19 pandemic (No. w26949). National Bureau of Economic Research. doi:10.2139/Ssrn.3565521
Batson, C. D., & Powell, A. A. (2003). Altruism and prosocial behavior. Handbook of psychology, 463-484. doi: 10.1002/0471264385.wei0519
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of business research, 59(1), 46-53.
Bentzen, J. (2020). In crisis, we pray: religiosity and the COVID-19 pandemic. Covid Economics, 20(20 May 2020), 52-108.
Bougie, R., Pieters, R., & Zeelenberg, M. (2003). Angry customers don’t come back they get back: the experience and behavioural implications of anger and dissatisfaction services. JAMS, 31(4), 377-393.
Cannon, C., & Rucker, D. D. (2020). The communal consumer: longitudinal evidence for the distinction between nurturing and affiliative motives. Journal of the Association for Consumer Research, 5(3), 345-355.
Carroll, A.B. (1979). A three dimensional conceptual model of corporate performance. Acad Manag Rev. 4(4), 497–505. doi: 10.5465/AMR.1979.4498296.
Cavanaugh, L. A., Bettman, J. R., & Luce, M. F. (2015). Feeling love and doing more for distant others: specific positive emotions differentially affect prosocial consumption. Journal of Marketing Research, 52(5), 657–673. doi: 10.1509/jmr.10.0219.
Chandran, S., & Menon, G. When a day means more than a year: (2004). Effects of temporal framing on judgments of health risk. Journal of Consumer Research, 31(2), 375-389.
Chen, H., Qian, W., & Wen, Q. (2020). The impact of the COVID-19 pandemic on consumption: learning from high frequency transaction data. Avaliable at SSRN, doi: 10.2139/ssrn.3568574
Chernev, A., & Blair, S. (2015). Doing well by doing good: the benevolent halo of corporate social responsibility. J Consum Res, 41(6), 1412-1425.
Choi, J., & Seo, S. (2017). Goodwill intended for whom? Examining factors influencing conspicuous prosocial behavior on social media. International journal of hospitality management, 60, 23-32. doi: 10.1016/j.ijhm.2016.09.014
Ciarrochi, J., Heaven, P. C, Davies, F. (2007). The impact of hope, self-esteem, and attributional style on adolescents’ school grades and emotional well-being: A longitudinal study. Journal of Research in Personality, 41(6), 1161-1178.
Ciarrochi, J., Parker, P., Kashdan, T. B., Heaven, P. C., Barkus, E. (2015). Hope and emotional well-being: A six-year study to distinguish antecedents, correlates, and consequences. The Journal of Positive Psychology, 10(6), 520-532.
Cohen, M. J. (2020). Does the COVID-19 outbreak mark the onset of a sustainable consumption transition? Sustainability: Science, Practice and Policy, 16(1), 1-3.
Coppola, D. P. (2005). Gripped by fear: public risk (mis)perception and the Washington, DC sniper. Disaster Prevention and Management, 14(1), 32–54.
Craven, M., Liu, L., Mysore, M., & Wilson, M. (2020). COVID-19: Implications for business. McKinsey & Company. March 2020, 1-8.
Cui, J., Li, F., & Shi, Z. L. (2019). Origin and evolution of pathogenic Coronaviruses. Nature Reviews Microbiology, 17(3), 181–192. doi: 10.1038/s41579-018-0118-9.
Darrat, A. A., Darrat, M. A., & Amyx, D. (2016). How impulse buying influences compulsive buying: the central role of consumer anxiety and escapism. Journal of Retailing and Consumer Services, 31, 103-108.
Davis, B. (2005). Mediators of the relationship between hope and well-being in older adults. Clinical Nursing Research, 14(3), 253-272.
Depoux, A., Martin, S., Karafillakis, E., Preet, R., Wilder-Smith, A., & Larson, H. (2020). The pandemic of social media panic travels faster than the COVID-19 outbreak. Journal of Travel Medicine, March 2020. doi: 10.1093/Jtm/Taaa031/5775501.
Diener, E. (2000). The science of happiness and a proposal for a national index. American Psychologist, 55, 34 - 43.
Diener, E., Scollon, C. N., & Lucas, R. E. (2009). The evolving concept of subjective well-being: The multifaceted nature of happiness. In E. Diener (Ed.), Social indicators research series: Vol. 39. Assessing well-being: The collected works of Ed Diener (p. 67–100). Springer Science + Business Media. doi: 10.1007/978-90-481-2354-4_4
Dunn, E. W., Aknin, L. B. & Norton, M. I. (2014). Prosocial spending and happiness: using money to benefit others pays off. Current Directions in Psychological Science, 23(1), 41-47.
Eisenberg, N., Fabes, R. A., Guthrie, I. K., & Reiser, M. (2000). Dispositional emotionality and regulation: their role in predicting quality of social functioning. Journal of Personality and Social Psychology, 78(1), 136.
Faigin, C. A., & Pargament, K. I. (2011). Strengthened by the spirit: Religion, spirituality, and resilience through adulthood and aging. In: Resilience in aging. New York: Springer.
Fisher, R. J., Vandenbosch, M. & Antia, K. D. (2008). An empathy-helping perspective on consumers’responses to fund raising appeals. Journal of Consumer Research, 35, 1-13. doi: 10.1086/586909
Fitzgerald, R. (1979). The Sources of Hope (1 Ed). Australia: Pergamon Press.
Folkman, S., & Lazarus, R. S. (1990). Coping and emotion. In N. L. Stein, B. Leventhal, & T. Trabasso (Eds.), Psychological and biological approaches to emotion, 313–332.
Galil, A., Yarmolovsky, J., Gidron, M., & Geva, R. (2019). Cheating behavior in children: integrating gaze allocation and social awareness. Journal of Experimental Child Psychology, 178, 405-416.
Gao, C., & Liu, J. (2017). Network-based modeling for characterizing human collective behaviors during extreme events. Transactions on Systems, Man and Cybernetics: Systems, 47(1), 171-183.
Gross, J. J., Richards, J. M., John, O. P. (2006). Emotion regulation in everyday life. Emotion regulation in couples and families: Pathways to dysfunction and health, 2006, 13-35.
Greeff, A. P., & Joubert, A. (2007). Spirituality and resilience in families in which a parent has died. Psychological reports, 100(3), 897-900.
Habel, J., Jarotschkin, V., Schimitz, B., Eggert, A., & Plötner, O. (2020). Industrial buying during the coronavirus pandemic: a cross-cultural study. Industrial Marketing Management, 88, 195-205.
Hall, R. E., Jones, C. I., & Kleneow, P. J. (2020). Trading off consumption and Covid-19 deaths. Quarterly Review, 42(1), 1-14. doi:10.21034/qr.4211.
He, H., & Harris, L. (2020). The impact of COVID-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 172-182.
Herth, K. (1990). Fostering Hope in Terminally-III People. J Adv Nurs, 15(11), 1250-1259.
Hill, R. (2002) Consumer culture and the culture of poverty: implicatinons for marketing theory and practice. Marketing Theory, v. 2.
Hodge, D. R. (2001). Spiritual genograms: a generational approach to assessing spirituality. Families in Society, 82(1), 35-48.
Hodge, D. R. (2003). The intrinsic spirituality scale: A new six-item instrument for assessing the salience of spirituality as a motivational construct. Journal of Social Service Research, 30(1), 41-61.
Huang, C., et al. (2020). Clinical features of patients infected with 2019 novel Coronavirus in Wuhan, China. The lancet, 395(10223), 497-506.
Izard, C. E. (1977). Human Emotions. Nova Iorque: Plenum.
Izard, C. E. (1992). Basic emotions, relations among emotions and emotion-cognition relation. Psychological Review, 99(3), 561-565.
Izard, C. E. (2011). Forms and functions of emotions: matters of emotion-cognition interactions. Emotion Review, 3(4), 371-378.
Jafari, E., et al. (2010). Life satisfaction, spirituality well-being and hope in cancer patients. Procedia-Social and Behavioral Sciences, 5, 1362-1366.
Johns Hopkins. Coronavirus Resource Center. Recuperado de https://coronavirus.jhu.edu/map.html
Jung, H.A., Han, E., Seo, E., Henderson, M. D., Patall, E. (2018). When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect. In Gershoff, A., Kozinets, R., & Duluth, T.W. (Ed.) MN: Association for Consumer Research, (pp.633-635). Recuperado de: http://www.acrwebsite.org/volumes/2412190/volumes/v46/NA-46
Keyes, C. L. M., & Lopez, S. J. (2009). Toward a science of mental health. Oxford Handbook of Positive Psychology, 89-95.
Kidwell, B., Hardesty, D. M., & Childers, T. L. (2008). Emotional calibration effects on consumer choice. Journal of Consumer Research, 35, 1-12.
Kim, S., & Esquivel, G. B. (2011). Adolescent spirituality and resilience: Theory, research, and educational practices. Psychology in the Schools, 48(7), 755-765.
Kirk, C. P., & Rifkin, L. S. (2020). I'll trade you diamonds for toilet paper: consumer reacting, coping and adapting behaviors in the covid-19 pandemic. Journal of Business Research. 117, 124-131.
Kraemer, M. U. G., et al. (2020). The effect of human mobility and control measures on the COVID-19 Epidemic in China. Science, 21, 1–10. doi: 10.1126/science.abb4218
Lang, P. J.; Davis, M.; & Öhman, A. (2000). Fear and anxiety: animal models and human cognitive psychophysiology. Journal of Affective Disorders, 61, 137–159.
Lazarus, R. S. (1991). Emotion and adaptation. New York: Oxford University Press.
Lee, S. A. (2020). Coronavirus anxiety scale: a brief mental health screener for Covid-19 related anxiety. Death Studies, 44(7), 393-401. doi: 10.1080/07481187.2020.1748481
Lee, K., Kim, H., & Vohs, K.V. (2011). Stereotype threat in the marketplace: consumer anxiety and purchase intentions. Journal of Consumer Research, 38(2), 343-357. doi: 10.1086/659315
Lee, S., & Pounders, K. R. (2019). Intrinsic versus extrinsic goals: the role of self-construal in understanding consumer response to goal framing in social marketing. Journal of Business Research, 94, 99-112.
Lu, K., & Wang, X. (2020). Analysis of perceived value and travelers’ behavioral intention to adopt ride-hailing services: case of Nanjing, China. Journal of Advanced Transportation, 2020, 14-13.
Madrigal, R. (2020). The role of identification and gratitude in motivating organization-serving intentions and behaviors. Journal of Business Research, 116, 75-84.
Mantovani, D., Andrade, L. M., & Negrão, A. (2017). How motivations for csr and consumer-brand social distance influence consumers to adopt pro-social behavior. Journal of Retailing and Consumer Services, 36, 156-163.
Mathur, P., Chun, H. E., & Maheswaran, D. (2016). Consumer mindsets and self-enhancement: signalling versus learning. Journal of Consumer Psychology, 26(1), 142-152. doi: 10.1016/J.Jcps.2015.06.007
Mccoll-Kennedy, J. R., Hogan, S. J., Witell, L., Snyder, H. (2017). Cocreative customer practices: effects of health care customer value cocreation practices on well-being. Journal of Business Research, 70, 55-66. doi: 10.1016/J.Jbusres.2016.07.006.
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899-906. doi: 10.1016/S0148-2963(01)00276-4.
Meneghetti, F. K. (2011) O que é um ensaio-teórico?. Revista de Administração Contemporânea, v. 15, n. 2, p. 320-332, 11.
Mian, A., & Khan, S. (2020). Coronavirus: the spread of misinformation. Bmc Medicine, 18(89), 1–2.
Mick, D. G., Pettigrew, S., Pechmann, C. C., & Ozanne, J. L. (2012). Transformative consumer research: for personal and collective well-being. New York: Routledge.
Ministério da Saúde (MS). Painel Geral do Coronavírus no Brasil. Recuperado de: https://covid.saude.gov.br/.
Minton, E. A., Johnson, K. A., & Liu, R. L. (2019). Religiosity and special food consumption: the explanatory effects of moral priorities. Journal of Business Research, 95, 442-454.
Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (csr) initiatives: examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63-74.
Organização Mundial da Saúde (OMS). Novel Coronavírus (Covid-19) Situation. Recuperado de: https://experience.arcgis.com/experience/685d0ace521648f8a5beeeee1b9125cd.
Park, S. C., & Park, Y. C. (2020). Mental health case measures in response to the 2019 novel Coronavirus outbreak in Korea. Psychiatry Investigation. 17(2), 85-86.
Parmet, W. E., & Sinha, M. S. (2016). A panic foretold: ebola in the united states. Critical Public Health, 27, 1-9.
Pawar, B. S. (2009). Individual spirituality, workplace spirituality and work attitudes. Leadership & Organization Development Journal, 30(8), 759-777.
Pelletier-Hibbert, M. (1998). Coping strategies used by nurses to deal with the care of organ donors and their families. Heart & Lung, 27(4), 230-237.
Penner, L. A., Dovidio, J. F., Piliavin, J. A., & Schroeder, D. A. (2005). Prosocial behavior: multilevel perspectives. Annu Rev Psychol, 56, 365-392.
Pfefferbaum, B. & North, C.S. (2020). Mental health and the Covid-19 pandemic. The New England Journal of Medicine, 1-3. doi: 10.1056/Nejmp2008017
Ren, S. Y., Gao, R. D., & Chen, Y. L. (2020). Fear can be more harmful than the severe acute respiratory syndrome Coronavirus 2 in controlling the Corona Virus disease 2019 Epidemic. World Journal of Clinical Cases, 8(4), 652.
Rodriguez-Morales, A. J. et al. (2020). COVID-19 in Latin America: The implications of the first confirmed case in Brazil. Travel Medicine and Infectious Disease, in press, 1–3.
Roggeveen, A. L. & Sethuraman, R. (2020). How the COVID-19 pandemic may change thworld of retailing. Journal of Retailing, 96(2), 169-171.
Rosenboim, M., Benzion, U., Shahrabani, S., & Shavit, T. (2012). Emotions, risk perceptions, and precautionary behavior under the threat of terror attacks: A field study among Israeli college students. Journal of Behavioral Decision Making, 25(3), 248-256.
Sampaio, R. F., & Mancini, M. C. (2007). Estudos de revisão sistemática: um guia para síntese criteriosa da evidência científica. Rev Bras Fisioter, 11(1), 83-89.
Satici, S. A. (2016). Psychological vulnerability, resilience, and subjective well-being: the mediating role of hope. Personality and Individual Differences, 102, 68-73.
Sim, K., Chua, H. C., Vieta, E., & Fernandez, G. (2020). The anatomy of panic buying related to the current Covid-19 Pandemic. Psychiatry Research, 288, 113015.
Sneath, J. Z., Lacey. R, & Kennett-Hensel, P. A. (2009). Coping with a natural disaster: Losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20, 45-60.
Snyder, C. R., Rand, K. L., Sigmon, D. R. (2002). Hope theory: a member of the positive psychology family In C. R. Snyder & S. J. Lopez (Eds.), Handbook of Positive Psychology (257–276). New York: Oxford University Press.
Sprecher, S., & Fehr, B. (2005). Compassionate love for close others and humanity. Journal of Social and Personal Relationships, 22(5), 629–651. doi: 10.1177/0265407505056439
Sprecher, S.; Fehr, B. (2006). Enhancement of mood and self-esteem as a result of giving and receiving compassionate love. Current Research in Social Psychology, 11(16), 227-242.
Stanley, A. T. (1978). The lived experience of hope: the isolation of discreet descriptive elements common to the experience of hope in healthy young adults. Dissertation Abstracts Inter- National 39(3), I212b.
Stillman, T. F., Fincham, F. D., Vohs, K. D., Lambert, N. M., & Phillips, C. A. (2012). The material and immaterial in conflict: spirituality reduces conspicuous consumption. Journal of Economic Psychology, 33(1), 1-7.
Su, S., et al. (2016). Epidemiology, genetic recombination, and pathogenesis of Coronaviruses. Trends in Microbiology, 24(6), 490-502. doi: 10.1016/j.tim.2016.03.003.
Sung, Y. H., & Lee, W. N. (2020). Doing good while playing: the impact of prosocial advergames on consumer response. Computers in Human Behaviour. 106, 1-11. doi: 10.1016/j.chb.2020.106244.
Twenge, J., & Joiner, T. E. (2020, May 7). Mental distress among U.S. adults during the COVID-19 pandemic. https://doi.org/10.31234/osf.io/wc8ud
Usher, K., Durkin, J., & Bhullar, N. (2020). The Covid‐19 pandemic and mental health impacts. International Journal of Mental Health Nursing, 29(3), 315.
Visser, A., Garssen, B., & Vingershoet, A. (2009). Spirituality and well-being in cancer patients: A Review. Psycho-Oncology, 19(6), 565-72. doi: 10.1002/pon.1626
Xu, Q., Kwan, C. M. C., & Zhou, X. (2020). Helping yourself before helping others: how sense of control promotes charitable behaviours. Journal of Consumer Psychology. 30(3), 486-505. doi: 10.1002/jcpy.1163
Wachinger, G., Renn, O., Begg, C., & Kuhliche, C. (2012). The risk perception paradox—implications for governance and communication of natural hazards. Risk Analysis, 33(6), 1049-1065.
Walls, A. C., et al. (2020). Structure, function, and antigenicity of the Sars-Cov-2 spike glycoprotein. Cell, 180, 1–12.
Wang, C., et al. (2020). A longitudinal study on the mental health of general population during the Covid-19 epidemic in China. Brain, Behavior, And Immunity, 87, 40-48.
Weber, E. U., Blais, A. R., & Betz, N. A. (2002). Domain-specific risk-attitude scale: measuring risk perceptions and risk behaviors. Journal of Behavioral Decision Making, 15, 263-290.
Weissmann, L., et al. (2020). Informativo da Sociedade Brasileira de Infectologia: primeiro caso confirmado de doença pelo novo coronavírus (Covid-19) no Brasil – 26/02/2020. Recuperado de: https://www.infectologia.org.br/admin/zcloud/principal/2020/03/Informativo-CoV-26-02-2020.pdf
WHO (2020) Mental Health and COVID-19. Recuperado de: https://www.who.int/teams/mental-health-and-substance-use/covid-19
Wong, Y. J, Rew, L., & Slaikeu, K. (2006). A systematic review of recent research on adolescent religiosity/spirituality and mental health. Issues in Mental Health Nursing, 27(2), 161-83, 2006. doi: 10.1080/01612840500436941
Zhou, P., et al. (2020). A pneumonia outbreak associated with a new Coronavirus of probable bat origin. Nature, 579, 270–273, 2020. doi: 10.1038/s41586-020-2012-7.
Zhu, N., et al. (2020). A novel Coronavirus from patients with pneumonia in China, 2019. New England Journal of Medicine, 382, 727-733.
Zung, W. W. K. (1971). A rating instrument for anxiety disorders. Psychosomatics, 12(6), 371-379.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2020 Revista Brasileira de Marketing
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
