Purpose

This research aims to examine the unique emotional distress experienced during the coronavirus (COVID-19) outbreak. It explores the role of fear and anxiety, what fueled it and how fear and anxiety impacted consumption and behaviors of conformity and compliance.

Design/methodology/approach

An exploratory assessment of the emotions and behaviors of individuals during the early part of the coronavirus outbreak (early March 2020) was conducted by sending a questionnaire to a national panel (n = 42). The insight offered from these individuals, in conjunction with prior literature, provided the basis for the development of a conceptual model that was tested using survey methodology (n = 691).

Findings

Both exploratory and empirical research indicate that ruminative thoughts were positively related to feelings of fear and anxiety, whereas trust in leadership was negatively related to fear and anxiety. Feelings of fear and anxiety were also associated with purchasing in large quantities, in compliance with guidelines to slow the spread of the virus and the management of negative feelings through consumption.

Practical implications

Important insight for marketers and public policymakers in how fear and anxiety might be both tempered and mitigated during emergencies is offered.

Originality/value

This research provides new insight into what fuels fear and anxiety during a pandemic and investigates how fear and anxiety impacts consumption and behaviors of conformity and compliance.

中文翻译：

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为危机做准备：检查恐惧和焦虑对消费和合规的影响

目的

这项研究旨在检查在冠状病毒（COVID-19）爆发期间经历的独特情绪困扰。它探讨了恐惧和焦虑的作用，加剧恐惧的原因，以及恐惧和焦虑如何影响消费和顺从与依从行为。

设计/方法/方法

通过向国家专家小组发送问卷调查（n = 42），对冠状病毒爆发初期（2020年3月上旬）对个人的情绪和行为进行了探索性评估。这些人提供的见解与先前的文献相结合，为开发概念模型提供了基础，该模型已使用调查方法进行了测试（n = 691）。

发现

探索性研究和实证研究均表明，反刍思维与恐惧和焦虑感呈正相关，而对领导的信任与恐惧和焦虑呈负相关。遵照减慢病毒传播速度和通过消费控制不良情绪的指导方针，大量购买也伴有恐惧和焦虑的感觉。

实际影响

对于营销人员和公共政策制定者，他们提供了有关在紧急情况下如何缓解和减轻恐惧和焦虑的重要见解。

创意/价值

这项研究为大流行期间加剧恐惧和焦虑的因素提供了新的见解，并研究了恐惧和焦虑如何影响消费和顺从与依从行为。