Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
The New Consumed Consumer: The Impact Of The Covid-19 Pandemic On The Compulsive And Impulsive Buying Habits Of Gen Z, Kristen Kline
The New Consumed Consumer: The Impact Of The Covid-19 Pandemic On The Compulsive And Impulsive Buying Habits Of Gen Z, Kristen Kline
Honors Program Theses and Projects
This study focuses on the compulsive and impulsive spending habits of Gen Z over the past year. Gen Z is defined as the generation born within the years of 1997-2013, following the millennial generation. This generation has been raised surrounding the internet and social media and are considered one of the most technologically advanced generations (Schroth, 2019). Gen Z’s use of technology continues to drastically increase. Recent Data shows that 98% of Gen Z own a smartphone and average a usage time of about 4 hours per day (Kastenholz, 2021). The most popular social platforms among Gen Z are Instagram, …
The Role Of Response Efficacy And Risk Aversion In Promoting Compliance During Crisis, Veronica L. Thomas, Hooman Mirahmad, Grace Kemper
The Role Of Response Efficacy And Risk Aversion In Promoting Compliance During Crisis, Veronica L. Thomas, Hooman Mirahmad, Grace Kemper
Marketing Faculty Publications
This research examines consumers' compliance with behaviors that focus on preventing the spread of COVID‐19. Drawing on Protection Motivation Theory and research on efficacy, we find that, during a pandemic, consumers who have higher perceptions of response efficacy are less likely to engage in risky consumption behaviors (Study 1) and more likely to engage in protective consumption behaviors (Study 2). This effect is moderated by risk aversion, such that as risk aversion increases, COVID‐compliant behaviors increase even when consumers do not believe in their ability to effectuate change. Further, the relationship between response efficacy and COVID‐compliant behaviors is mediated by …