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
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