The Self Under Covid-19: Social Role Disruptions Undermine Self-Authenticity

COVID-19 significantly impacts consumers’ social roles and routines. We find that changes in important roles undermine consumers’ self-authenticity, but this is mitigated when focusing on the present (vs. past/future). This has implications for healthcare messaging, which should encourage present-focused thinking to cope with role changes.


Jingshi Liu, Amy Dalton, and Jeremy Lee (2021) ,"The Self Under Covid-19: Social Role Disruptions Undermine Self-Authenticity", 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: 919-919.


Jingshi Liu, City, University of London
Amy Dalton, Hong Kong University of Science & Technology
Jeremy Lee, Hong Kong University of Science and Technology


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More


The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More


H6. The Influence of Anthropomorphized Service Toolkit on Consumer Satisfaction in Service Coproduction

Rocky Peng Chen, Hong Kong Baptist University
Kimmy Chan, Hong Kong Baptist University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.