Upgrade When Covid-19 Is in Town: Product Upgrading As a Response to Disease Concerns

Merging insights from evolutionary psychology with research on product upgrading, we predict that for consumers who have strong (vs. weak) self-brand connections (SBCs) with a brand, disease concerns (e.g., COVID-19), by evoking an intention to stay away from others, increase their intention to upgrade to a brand’s more exclusive products.


Yunbo Zhang and Yunhui Huang (2021) ,"Upgrade When Covid-19 Is in Town: Product Upgrading As a Response to Disease Concerns", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 233-234.


Yunbo Zhang, Hong Kong University of Science and Technology
Yunhui Huang, The Ohio State University


NA - Advances in Consumer Research Volume 49 | 2021

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