COVID-19 and Cognitive vs. Emotional Consumer Variations on Decision Making

Abstract

The Covid-19 crisis has propelled no small extent of changes in the attitude and behavior of people all over the world. This has created a challenge for the consumers' consumption on different categories of products. Consumers' behavior on the basis of their personalities, like emotional and cognitive, is the key area to study during the pandemic. Affect and cognition have profound impacts on behavioral pattern of consumers in all times. The pandemic changed purchase behavior and made consumers behave with cognition and emotion. The study has verified a deviation in consumer behavior on consumption of essential goods. The result is based on the brand consciousness and price sensitivity of both cognitive and emotional consumers during the purchase of essential commodities. Structural equation modeling utilized to study the extent of deviations in behavior during the purchases.