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- All Subjects: Neuroscience
- Creators: Department of Psychology
The present study explored the relationship between desired purchasing behavior and individual differences using two nationally-representative, longitudinal samples of the U.S. population early in the COVID-19 pandemic. Past research has shown that individual differences provide information about how one might respond to threat. Therefore, we predicted changes in desired purchasing behavior across different sociodemographic variables that might reflect those differences. Specifically, we investigated hypotheses related to political orientation, age, sexual orientation, socioeconomic status, and whether or not the participant had children. We measured participants’ reported desired purchasing behavior across eleven categories of goods and investigated the connection between specific demographic variables and desired purchasing behavior. We found that conservatives desired to purchase more basic protection goods (guns/ammunition, cash, gas) and that older people desired to purchase more cleaning supplies and toiletries. These findings illustrate possible explanations for purchasing behavior during the COVID-19 pandemic and reveal directions for marketing designed to influence purchasing behavior.
The COVID-19 pandemic has had an international impact since the novel coronavirus first surfaced in late 2019. Since then, different countries have taken different approaches to try and limit transmissions and deaths. While this is seemingly unprecedented in modern day times, many pandemics, or plagues, have happened relatively frequently in history. This paper examines three historical plagues through the lens of social psychologist Geert Hofstede’s six cultural dimensions to distinguish between cultures: power distance, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance, long term orientation and indulgence versus restraint. This paper then applies these dimensions to the modern day U.S. and South Korea, two countries who have had different success in handling the COVID-19 pandemic. Through these dimensions, this paper aims to explain a factor in why South Korea has had better results than the U.S. It also recognizes that Hofstede’s cultural dimensions are not the only factor to affect the pandemic, and explores political influences in America through the lens of Henry David Thoreau and John Dewey. Overall, this paper argues that the U.S. has been unsuccessful in taming the pandemic because of certain cultural dimensions, such as more an individualist and indulgent culture, and its unstable and divisive political climate. Given this, the United States has a hopeful, yet arduous path moving forward with COVID-19 and future pandemics.