Abstract The COVID-19 pandemic and the accompanying economic downturn have dramatically impacted the lives of consumers around the world. From a conceptual perspective, such health and economic threats can severely disrupt consumers’ sense of ontological security and elicit adaptive responses by both consumers and marketers. Given the opportune timing, this issue of the Journal of Consumer Research is focused on articles that address questions of consumers’ responses to external threats. The purpose of this introduction is to provide an organizing “conceptual tapestry” to connect the articles appearing in the issue. This framework is provided as a tool to help researchers structure their particular projects within the broader landscape of consumer threat response and to present some potential directions for future research. In conjunction with these articles, we hope that this conceptual framework will provide a point of departure for researchers seeking to enhance the understanding of how consumers and markets collectively respond over the short term and long term to threats that disrupt consumers’ routines, lives, or even the fabric of society.

中文翻译：

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在困难时期：了解消费者对威胁的反应的框架

摘要COVID-19大流行以及随之而来的经济衰退对世界各地的消费者的生活产生了重大影响。从概念上讲，这样的健康和经济威胁会严重破坏消费者的本体安全感，并引起消费者和营销人员的适应性响应。考虑到适当的时机，本期《消费者研究杂志》的重点是解决消费者应对外部威胁的问题的文章。本简介的目的是提供一个组织化的“概念挂毯”，以连接该期刊中出现的文章。提供此框架是一种工具，可帮助研究人员在更广泛的消费者威胁响应范围内构建其特定项目，并为将来的研究提出一些潜在的方向。