- Doctorante en Sciences de Gestion
- Marketing Instructor - Coventry University - The Knowledge Hub Universities - Egypt
- mariam.robert.saba@univ-poitiers.fr
- In a context of crisis, we are studying the factors affecting consumer decision-making with a focus on the Panic Buying behavior, which is the fact that consumers buy unusually high amounts of products. We are studying the impact of Mental Toughness and Paranormal belief on consumer Panic Buying and the mediating effect of the perceived risk, in a context of crisis. Public perceptions of both risks and benefits are crucial. In case of a health crisis, people start forming a risk perception about the situation.
A study that will help marketers and policymakers anticipate, and understand consumer behavior in a context of risk, which can be reflected in better-adapted communication during crisis.