Journal of Consumer BehaviourEarly View EDITORIAL Innovative behavior of consumers Alba Yela Aránega, Corresponding Author Alba Yela Aránega [email protected] orcid.org/0000-0003-3539-5615 Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Alcalá de Henares, Spain Correspondence Alba Yela Aránega, Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Plaza San Diego, S/N, Alcalá de Henares 28801, Spain. Email: [email protected]Search for more papers by this authorDomingo Ribeiro Soriano, Domingo Ribeiro Soriano orcid.org/0000-0003-3222-9101 Department of Business Management, University of Valencia, Valencia, SpainSearch for more papers by this authorMaria Teresa Del Val Núñez, Maria Teresa Del Val Núñez orcid.org/0000-0001-6008-7935 Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Alcalá de Henares, SpainSearch for more papers by this authorJosé Santiago Fernández Vázquez, José Santiago Fernández Vázquez orcid.org/0000-0001-7947-1937 Department of Modern Philology, Faculty of Philosophy and Arts, University of Alcalá, Alcalá de Henares, SpainSearch for more papers by this author Alba Yela Aránega, Corresponding Author Alba Yela Aránega [email protected] orcid.org/0000-0003-3539-5615 Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Alcalá de Henares, Spain Correspondence Alba Yela Aránega, Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Plaza San Diego, S/N, Alcalá de Henares 28801, Spain. Email: [email protected]Search for more papers by this authorDomingo Ribeiro Soriano, Domingo Ribeiro Soriano orcid.org/0000-0003-3222-9101 Department of Business Management, University of Valencia, Valencia, SpainSearch for more papers by this authorMaria Teresa Del Val Núñez, Maria Teresa Del Val Núñez orcid.org/0000-0001-6008-7935 Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Alcalá de Henares, SpainSearch for more papers by this authorJosé Santiago Fernández Vázquez, José Santiago Fernández Vázquez orcid.org/0000-0001-7947-1937 Department of Modern Philology, Faculty of Philosophy and Arts, University of Alcalá, Alcalá de Henares, SpainSearch for more papers by this author First published: 07 June 2023 https://doi.org/10.1002/cb.2187Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL REFERENCES Al Mansoori, M. S., & Ahmad, S. Z. (2021). Adapting to the “new normal” post-pandemic consumer behavior: The case of Rafeeg's strategy of service marketing. Emerald Emerging Markets Case Studies, 11(3), 1– 17. Borawska, A., Oleksy, T., & Maison, D. (2020). Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving. PLoS ONE, 15(5), 1– 20. https://doi.org/10.1371/journal.pone.0233036 Brehm, S. S., & Brehm, J. W. (1981). Psychological Reactance: A Theory of Freedom and Control. Academic. https://www.amazon.es/Psychological-Reactance-Theory-Freedom-Control-ebook/dp/B01DUEBEQQ Joseph, E., & Dhanabhakyam, M. M. (2022). Role of digitalization post-pandemic for development of SMEs. In Research anthology on business continuity and navigating times of crisis (pp. 727– 747). IGI Global. Laato, S., Islam, A. K. M. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224. Michelon, A., Bellman, S., Faulkner, M., Cohen, J., & Bruwer, J. (2020). A new benchmark for mechanical avoidance of radio advertising why radio advertising is a sound investment. Journal of Advertising Research, 60(4), 407– 416. https://doi.org/10.2501/jar-2020-007 Roskos-Ewoldsen, D. R., Yu, H. J., & Rhodes, N. (2004). Fear appeal messages affect accessibility of attitudes toward the threat and adaptive behaviors. Communication Monographs, 71(1), 49– 69. https://doi.org/10.1080/0363452042000228559 Stancu, V., Frank, D.-A., Lähteenmäki, L., & Grunert, K. G. (2022). Motivating consumers for health and fitness: The role of app features. Journal of Consumer Behaviour, 21(6), 1506– 1521. Thota, S. C. (2018). Social media: A conceptual model of the why's, when's and how's of consumer usage of social media and implications on business strategies. Academy of Marketing Studies Journal, 22(3), 1– 12. Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209– 233. Wood, S. (2022). How consumers behave in a crisis: International lessons (and innovations) from COVID-19. Journal of International Marketing, 30(2), 5– 12. Zwanka, R. J., & Buff, C. (2021). COVID-19 generation: A conceptual framework of the consumer behavioral shifts to be caused by the COVID-19 pandemic. Journal of International Consumer Marketing, 33(1), 58– 67. Early ViewOnline Version of Record before inclusion in an issue ReferencesRelatedInformation