How does media coverage of COVID-19 influence purchasing behaviour?

A research team from the marketing and management departments is working on identifying the effects of media coverage of COVID-19 on the fear and purchasing behaviour of Quebeckers.

Disrupted purchasing behaviour 

• In times of crisis or a pandemic, media exposure creates a sense of fear among citizens and can influence purchasing behaviour.
• Compulsive behaviour patterns such as the purchase of food in large quantities can be observed. 

Improve prevention of unreasonable purchasing behaviour  

• The research team based its work on questionnaires submitted to Quebeckers between May and October 2020. 
• Initial results have confirmed that the fear generated by exposure to traditional media and social networks plays a major role in behaviour. 
• These results also indicate that certain factors help reduce unreasonable purchasing behaviour patterns such as a tendency to stock up on products or make compulsive purchases. These factors include practising social distancing, critical thinking and self-control. 
• This project also helps to reaffirm that the media play an important role in raising awareness and promoting good practices.