Abstract:This study presents a detailed typology of Jordanian consumers that identifies the effects of Covid‐19 on their personal, social, and purchase and consumption patterns following the pandemic. Based on a qualitative approach using a sample of Jordanian consumers (
N
= 71), this study identifies three main types of consumers: the rational, suspicious, and cautious. All were distinguished by cognitive, emotional, and behavioral differences: the rational consumers viewed the pandemic as a na… Show more
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