Frontiers: Unmasking Social Compliance Behavior During the Pandemic

We assess different motives underlying mask-wearing behaviors and discuss novel strategies for segmenting customers based on the motives. In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down viral transmission. People comp...

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Veröffentlicht in:	Marketing science (Providence, R.I.) R.I.), 2023-05, Vol.42 (3), p.440-450
1. Verfasser:	Zhang, Shunyuan
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavior change Change agents Compliance COVID-19 Customers in-store shopping Influence mask Masks pandemic Pandemics Psychological aspects sensitivity to risk Shopping Social distancing Social norms social perception video analytics
Online-Zugang:	Volltext
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