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In short: we don’t do what we say and we don’t say what we do. Also read: This is how HelloFresh subconsciously tempts you to a subscription Our behavior cannot be explained rationally. How then? Party with confetti. 1. Consumer behavior after corona: the rebound effect We find it difficult to break free from our current mindset when we reflect on past and future situations. Psychologists call this the projection bias . This means that during the lockdown period we mainly view the future from those glasses, without thinking about the fact that our mindset is also fluid. If you look at actual behavior, you see an almost completely reverse effect: a social rebound effect. What we lack now, we will want back to a greater extent.

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It looks very likely that we can also look forward to a rough 1920s in the 21st century. In the context of consumer behavior this means a complete rediscovery of everything that was ‘just not possible’. I foresee golden years for activities, leisure , holidays and, last but not least, physical retail. What we lack now, we will want back to a greater extent. 2. Product preference and corona Bad events appear to have a predictable impact on our Costa Rica Phone Number product preferences. Whether it’s a personal loss of a loved one, or major global tragedies like 9/11; the subsequent patterns of consumer behavior are very similar. Social psychologists have found that tragedies, disasters and health crises make us somewhat more aware of our own mortality for a period of time.

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This awareness entails a subtle mindset shift, which has been extensively mapped within the psychological research field of Terror Management Theory . Rationally, you would expect this mindset to make us a little more cautious or healthier, but the opposite is true. It turns out that it makes us more sensitive to everything that transcends our mortality: cultural traditions, celebrities and – yes – even branded products. Choosing brand in supermarket. On the one hand, this effect explains the increasingly polarized opinions that are marring the public debate in the light of the corona crisis. On the other hand, it affects – in a more innocent way – our product preferences. Psychological studies (van Bommel et al., 2015) show that awareness of mortality increases our attraction to 3 specific product types.

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