Abstract
COVID-19 is changing human history. However, it arrived on the heels of another crisis: fake news. We examine how fake news influences consumers’ spending intentions in response to COVID-19. Across three studies we find that concerns about COVID-19 engender uncertainty, and that exposure to fake news amplifies this effect. This uncertainty increases consumers’ tendency toward two competing goals: compensatory consumption and resource conservation. We present three studies in which we measure consumers’ general preferences (study 1), their specific preferences with respect to buying food at a restaurant (study 2), and their choices when selecting from a meal delivery service (study 3). Our findings have important implications for both marketing practitioners and policy makers, which we discuss throughout.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
