Changes in Consumer Decision-Making Resulting from the COVID-19 Pandemic

Change is inevitable. As such, all global economies are susceptible to being impacted by a catalyst capable of altering the economy as well as the behaviours of consumers within that economy. COVID-19 may prove to be such an economic catalyst. This research examines the effects of the ongoing COVID-19 healthcare pandemic and the United States (US) government\u27s pandemic interventions on US consumers\u27 behaviours.This study provides a critical analysis of published findings across healthcare and marketing to examine macro changes in US consumer decision-making behaviours. To get a baseline for the impact of the COVID-19 pandemic on consumers\u27 perceptions, we collected survey data from consumers and compared their behaviours pre- and post-declaration of the pandemic. The findings suggest that the COVID-19 pandemic has altered consumers\u27 product needs, shopping behaviours, purchasing behaviours as well as their post-purchase satisfaction levels. For example, since the start of the pandemic, consumers are avoiding publically consumed products and have increased their virtual shopping and online purchasing behaviours. Findings also suggest that it may now be more difficult for marketers to gain customer loyalty because consumers\u27 satisfaction levels have decreased.Never before has a health pandemic caused the US to mandate business closings or to hinder marketing operations across so many economic sectors, simultaneously. As such, the novel coronavirus and the resultant US governmental pandemic mitigation actions are unique. This research offers original findings on shifts in consumers\u27 decision-making behaviours. Marketing implications concerning an emerging post-pandemic marketing landscape are provided