Abstract
Prior research suggests that collectivism predicts international consumers’ compliance with COVID-19 preventive behaviors. However, across two cross-sectional studies, we demonstrated that Chinese consumers were more likely to wear face masks and stay at home; while U.S. consumers were more likely to wash hands and keep a social distance. Indeed, when U.S. consumers perceived the pandemic to be more severe and were more health-conscious, they were more likely to comply with COVID-19 preventive behaviors than the Chinese. Adopting a multifactorial model, we offer a holistic view of consumer responses to COVID-19. We also provide insights for marketers and policymakers.
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.
