What Type of Consumption Induces or Alleviates Consumer Psychological Distress? Evidence From the COVID-19 Pandemic in China.

Even though the coronavirus disease (COVID-19) has limited consumption, individuals continue to plan post-pandemic consumption activities to get rid of the stress caused by consumption repression. Building on Maslow's theory of needs and Herzberg's two-factor theory, our research categorizes consumption into fundamental ("must-have" products that fulfill the physical needs of individuals), hygiene (maintaining the security needs of consumers), and motivational consumption (enhancing well-being of individuals). Based on empirical data of purchase behavior and consumption expectation before, during, and after the pandemic in China, we identify how consumption repression induces psychological distress, a sense of feeling threatened, lacking control, or lacking freedom, and how the expectation of future consumption alleviates that stress. Results show that fundamental consumption leads to psychological distress; hygiene consumption can both result in and reduce stress; and motivational consumption can reduce stress. Our findings provide new insights into the relationship between consumption and psychological distress through new theoretical formulations. The results can be applied by marketers attempting to understand purchase decision-making and by policymakers supporting both citizens and commerce during social emergencies.