Pandemia de COVID-19: trilhas para pesquisas futuras em marketing envolvendo o papel regulatório do consumo pró-social

Mellina da Silva Terres; Simoni F. Rohden; Letícia Vedolin; Bárbara Foiato Hein Machado; Karen Magnus; Agnes Altmann; Dieine Estela Bernieri Schiavon

doi:10.5585/remark.v19i3.17103

Authors

Mellina da Silva Terres Federal University of Health Sciences of Porto Alegre - UFCSPA https://orcid.org/0000-0003-3923-3736
Simoni F. Rohden University of Vale do Rio do Sinos – UNISINOS https://orcid.org/0000-0002-6173-066X
Letícia Vedolin Copenhagen Business School – CBS https://orcid.org/0000-0002-3450-1925
Bárbara Foiato Hein Machado Federal University of Health Sciences of Porto Alegre - UFCSPA https://orcid.org/0000-0002-1602-3608
Karen Magnus Federal University of Health Sciences of Porto Alegre – UFCSPA https://orcid.org/0000-0002-5661-3848
Agnes Altmann Federal University of Health Sciences of Porto Alegre – UFCSPA https://orcid.org/0000-0003-4045-4421
Dieine Estela Bernieri Schiavon Federal University of Health Sciences of Porto Alegre – UFCSPA https://orcid.org/0000-0001-8090-2386

DOI:

https://doi.org/10.5585/remark.v19i3.17103

Keywords:

COVID-19, Coronavirus, Pandemic, Consumer Behavior, Prosocial Behavior, Well-being.

Abstract

Objective: One of the strategies adopted by several countries (i.e. China, United States, Brazil) for containing the pandemic is to recommend the adoption of social distancing. This type of situation can generate negative emotions, such as fear and anxiety, which might affect the well-being, hope and consumption behavior of individuals. The present work aims, therefore, to propose that prosocial consumption could help reduce the negative emotional effects caused by social distancing.

Method: The study is a combination of a literature review and the development of a theoretical conceptual model that identifies gaps and presents research proposals that can guide future studies.

Originality: Existing literature characterizes prosocial consumption as a consequence of positive emotions. This paper aims to explain how prosocial consumption can generate well-being even in situations in which negative emotional states are being experienced.

Contributions: The theoretical conceptual model developed by this study explains the role of prosocial consumption as a behavior that reduces the negative effects of the negative emotions caused by social distancing and promotes well-being during the COVID-19 crisis. Understanding these mechanisms is beneficial to consumers, to the public sector and to the private sector, which can adopt strategies for fostering prosocial behavior and increasing well-being, but also for increasing sales and enhancing brand equity.

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Author Biographies

Mellina da Silva Terres, Federal University of Health Sciences of Porto Alegre - UFCSPA

PhD in Administration. Federal University of Health Sciences of Porto Alegre - UFCSPA. Porto Alegre, RS – Brazil.

Simoni F. Rohden, University of Vale do Rio do Sinos – UNISINOS

PhD in Administration. University of Vale do Rio do Sinos – UNISINOS. Porto Alegre, RS – Brazil.

Letícia Vedolin, Copenhagen Business School – CBS

Master of Business Administration. Copenhagen Business School – CBS. Copenhagen – Denmark.

Bárbara Foiato Hein Machado, Federal University of Health Sciences of Porto Alegre - UFCSPA

Master in Information Technologies and Health Management
Federal University of Health Sciences of Porto Alegre - UFCSPA
Canoas, RS – Brazil.

Karen Magnus, Federal University of Health Sciences of Porto Alegre – UFCSPA

Specialist in Pharmacology and Toxicology. Federal University of Health Sciences of Porto Alegre – UFCSPA. Porto Alegre, RS – Brazil.

Agnes Altmann, Federal University of Health Sciences of Porto Alegre – UFCSPA

Specialist in Health Management. Federal University of Health Sciences of Porto Alegre – UFCSPA. Porto Alegre, RS – Brazil.

Dieine Estela Bernieri Schiavon, Federal University of Health Sciences of Porto Alegre – UFCSPA

Specialist in Clinical Care. Federal University of Health Sciences of Porto Alegre – UFCSPA. Porto Alegre, RS – Brazil.

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