Perceived Threat of COVID-19 Influences Product Preferences: The Moderating Role of Consumers’ Mindset

Recent research has suggested conflicting evidence on how consumers respond to threat (from diseases) concerning their product preferences. Specifically, might exhibit higher versus lower preferences for typical (vs. atypical) products. Drawing upon the literature consumption-based affect regulation and consumers’ mindset, this seeks reconcile these seemingly findings by establishing moderating role of mindset. In three experimental studies, we show that among with a fixed growth) perceived COVID-19 would lead lower) Furthermore, divergent effects are explained two distinct strategies. The effect growth fixed) mindset will be mediated regaining sense control self-protection). These contribute disease cues, regulation, offer practical implications marketers during pandemic.