Marketing Research Community Seminar

Title: I’m not panic buying, I’m buying a little extra: Exploring increased purchasing during crises as a neutralised deviant behaviour and adaptive coping strategy

Speakers: Dr Jane Brown (Newcastle University Business School) and Dr Chrysostomos Apostolidis (Durham University Business School)

Date: 27 April 2022
Time: 11:00-12:00
Location: NUBS 2.13/Zoom

Abstract: 

In this study we explore the drivers and motivations behind increased purchasing of grocery staples during the pandemic. An online qualitative survey was used (n=406) to explore UK consumer experiences of grocery shopping during the initial lockdown period. Our findings indicate that lack of trust and weak community spirit in societies can result in people attributing product scarcity and the increased purchasing of others as ‘deviant’ panic buying, often without witnessing this behaviour first-hand, prompting new behaviours in buying to emerge. Our findings also highlight several rationalization and neutralization of blame techniques used when shoppers increase their normal purchasing behaviour, which has a detrimental impact on the effectiveness of the strategies developed to manage and deter panic buying.

Zoom link: https://newcastleuniversity.zoom.us/j/87180198489

Please register your attendance using the following link: https://forms.ncl.ac.uk/view.php?id=14320315.