Recorded at the Consumer Uncertainty Conference, Dr. Samanthika Gallage shared research about consumer decision-making and coping during the COVID-19 pandemic.
The COVID-19 pandemic has forced consumers to change their consumption behaviours swiftly. More than 200 countries are on lockdown and consumers are living and consuming in their own confined spaces. They deal with anxiety and stress in their day-to-day lives. Are they using consumption to cope with the situation? If so, what do they consume to deal with the situation? How have they changed their consumption habits? As marketers, are we supporting them enough? What is our role in this? The session will provide some insights into these questions.
Dr. Samanthika Gallage is an expert in consumer behaviour especially in the areas of ethical and sustainable aspects of consumption. She completed her doctoral degree from the Nottingham University Business School, UK, and currently works as a lecturer in Marketing at Staffordshire Business School, UK. Her research interest is in the area of Transformative Consumer Research (TCR) and she has been working on projects focusing on subsistence communities, vulnerable consumer groups, coping consumption, and social marketing. Prior to joining academia, she has been working as a brand manager in the FMCG industry. She has presented her work in various international conferences and published in high quality refereed journals.
Recorded: May 2020