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Author: Harvey Cohen
Co Author: Carlos Salazar-Velasquez
Publication Date: May 15 2020
Pages: 14
Report Type: Buyer Analysis
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Navigating the COVID Fear Factor in Consumer Choice

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Report Summary:

Navigating the COVID Fear Factor in Consumer Choice

This report examines some of the findings from SA’s ongoing research on the impact of COVID on consumer behavior and buying dynamics focusing on China, the US, and Europe.

The current use of lockdowns and social distancing to provide danger control is helpful for infection avoidance but does little to address the need to guide emotional response of fear of the unknown and anxiety of the future. From the marketing funnel to post sales support, there will be new barriers to adoption, new attractors in the marketing communications process, and new pain points to overcome in the overall user experience.

Going forward in the age of increased awareness of COVID and other potential pandemics, the effect of fear on consumer choices will be significant. Understanding 
Our recent work at Strategy Analytics has implemented techniques to identify the specific nature of fear implications and risk management affecting consumer choice.

Table of Contents


The Emergence of Primal Fear as a Choice Factor                   3-4

Fear –A New Driver for Choice                                                   5-7

Risk Tolerance and Perception as Segmentation Factors          8-10

Preparing for the New Consumer Choice Dynamics                  11-13

How Can We Help You?                                                             14


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