Life-gambling: Metaphor Elicitation in Consumers during the COVID-19 Pandemic

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The Anáhuac Journal
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Published: Jun 16, 2022
DOI: https://doi.org/10.36105/theanahuacjour.2022v22n1.01
Keywords:
fear , consumption, risk , death , zmet , metaphor , elicitation , covid-19

Main Article Content

Esteban Salinas-Mercado
University of Glasgow, School of Humanities and Social Sciences, United Kingdom
Julieta Mercado González
Universidad Anáhuac México
Karla Barajas Portas
Universidad Anáhuac México

Abstract

The objective of the research is to understand consumer emotions which have been encountered during the COVID-19 health emergency, and which affect marketing and business. The study considers perceived risk and fear as moderators which, when directly put in relation to a particular set of COVID-19 pandemic-specific anxieties and stress, may serve to account for the gathered empirical data and therefore contribute to explain and predict changes in shopping frequencies and preferences. The study comprises a qualitative analysis using the ZMET methodology with interviews considering 40 men and women questioned about their experiences as consumers. The results show changes in consumption, emotions, and lifestyles; creating a new social norm governed by positive and negative emotions and defining issues of significant concern to post-pandemic consumers, such as adaptation, protection, health, technology, and family connection.

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How to Cite
Salinas-Mercado, E., Mercado González, J., & Barajas Portas, K. (2022). Life-gambling: Metaphor Elicitation in Consumers during the COVID-19 Pandemic. The Anáhuac Journal, 22(1), Págs. 12–35. https://doi.org/10.36105/theanahuacjour.2022v22n1.01
Issue
Vol. 22 No. 1 (2022): The Anáhuac Journal, Vol. 22, num. 1 First Semester
Section
Artículos
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This work is licensed under a Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional.

 

Author Biographies

Esteban Salinas-Mercado, University of Glasgow, School of Humanities and Social Sciences, United Kingdom

Esteban Salinas-Mercado has a Bachelor’s degree in Psychology from Universidad Anáhuac México, and graduated with a Master’s degree in Philosophy from the University of Glasgow, Scotland. He has worked as a Market Researcher for the company Servicios Integrales y Especializados BIJE S.C. since 2021. He has participated in joint research projects at the Universidad Anáhuac.

Julieta Mercado González, Universidad Anáhuac México

Julieta Mercado-González has a PhD in Sciences with a Specialty in Administrative Science from the Instituto Politécnico Nacional, Mexico, and an MBA with a specialization in Marketing from the Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM). She is currently professor and researcher in the Marketing Department of the Faculty of Economics and Business of the Universidad Anáhuac México.

Karla Barajas Portas, Universidad Anáhuac México

Karla Barajas Portas has a PhD in Marketing from Rey Juan Carlos University, Madrid, and Masters in Marketing, Masters in Advertising, Masters in Digital Marketing and e-commerce, Masters in Business Intelligence. She is a Marketing Professor at the Department of Business and Economics of the Universidad Anáhuac México. Her research interests include branding from a sensory, emotional and digital perspective, and online consumer behavior.

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