부산대학교 도서관

Prior research suggests that collectivism predicts international consumers' compliance with COVID-19 preventive behaviors. However, across two cross-sectional studies, we demonstrated that Chinese consumers were more likely to wear face masks and stay at home; while U.S. consumers were more likely to wash hands and keep a social distance. Indeed, when U.S. consumers perceived the pandemic to be more severe and were more health-conscious, they were more likely to comply with COVID-19 preventive behaviors than the Chinese. Adopting a multifactorial model, we offer a holistic view of consumer responses to COVID-19. We also provide insights for marketers and policymakers. [ABSTRACT FROM AUTHOR]