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

Using the regulatory-focus theory (i.e. promotion- and prevention-focused concepts), research investigates shoppers' positive/negative coping behaviours segmentation linked to COVID-19. Supported by an online survey with 213 shoppers conducted after first national lockdown (March 2020), factor analysis identified a set of four shopping factors meaningful profile shoppers’ segmentation. Positive is represented quality-, price- brand-focused factors, whereas negative store-focused. The resultant three shopper segments are known as mindful (positive coping), indulgent optimal (more positive coping).