Psychological stress or growth will determine post-pandemic consumer behaviour

In the wake of COVID-19, research in the field of cognitive neuroscience may provide some helpful pointers on how consumer behaviour will evolve.

Why it matters

The impact of COVID-19 has varied markedly, causing uneven shifts in cognitive and behavioural adaptations and creating smaller subsets of social realities. Brands will need to adopt a more localised and age-segmented approach to marketing...