Impacts on Business: Lockdown- Consumer behaviours in isolation
- Date: Tuesday 12 May 2020, 16:00 – 17:00
- Location: Online
- Cost: Free
This webinar is based on research in social exclusion threat and how that affects consumer preferences and choices.
About this Event
People in many countries are facing feelings of isolation during the current social distancing and lockdown phase. Feelings of isolation may cause in people what is considered social exclusion threat. This talk is based on research in social exclusion threat and how that affects consumer preferences and choices. Consumer attitudes change when they experience psychological threats, and this applies also to social exclusion threats. But what do consumers that experience social exclusion threats want and is there something marketing can do to provide relief to threatened consumers?
This talk will address these issues and provide evidence of how consumer preferences and behaviours change when they experience social exclusion threats, before and after the social distancing regulations were introduced in Italy and in the United States.
Dr Aulona Ulqinaku is a Lecturer in the Marketing Division at Leeds University Business School. Her research interests cover the effect of psychological threats (such as low self-esteem, social exclusion, fear of death, nihilism, etc.) on individuals and their consumption preferences and choices. In line with this research stream, Aulona has focused on how attitudes towards specific types of brands or reminder of specific people (e.g., heroes, antiheroes) can help individuals overcome the damaging effects of psychological threats on behaviour. Aulona's research has been published in journals such as Journal of Consumer Psychology (JCP) and British Journal of Social Psychology and has received the Park Best Paper Award in JCP.