Discussion Forum 1- Macro Trends Influencing Customer
Decision Making
In the world today, macro trends are the driving force behind the global shifts taking
place within our societies. These trends create both marketing challenges and opportunities for
companies as they influence the decision-making process and create changes in the general
behavior of consumers. On a global scale, the COVID-19 pandemic was the driving force behind
the ushering in of the move from the world as we knew it to a more all-encompassing digital
space. The market disruptions coinciding with restrictions created a need for a more seamless
and secure method of doing business. This need has led to the transformation of the consumer
decision making process, as well as changes in consumer behavior. In turn, these changes must
be understood in order one to determine the best course of action for marketing organizations.
Current Trends
With the COVID-19 pandemic, researchers have found several factors influencing
customer decision making and creating changes in consumer behavior. One of the primary
influential factors contributing to these changes in consumer behavior and decision making is the
stringent lockdowns and restrictions that coincided with the COVID-19 pandemic. These
restrictions during the COVID-19 pandemic led to an increase in online shopping presence of
consumers for goods and services (Hoekstra, & Leeflang, 2020; Jílková, & Krávolá, 2021).
Furthermore, the emotional state of the consumers coinciding with these stringent lockdowns and
restrictions was another factor that played an influential role in the changes in consumer
behavior. Negative emotions such as anxiety, stress, and loneliness were all found to have a
positive correlation with increases in material and non-essential purchases (Di Crosta, Ceccato,
Marchetti, La Malva, Cannito, Cipi, Mamarella, Palumbo, Verrochio, Palumbo, & Di Domenico,
2021; Moldes, Dineva, & Ku, 2022; Park, Lee, Lee, Lee, & Chung, 2022). Recent findings show
that in times of insecurity and instability such as the COVID-19 pandemic, consumers will often
increase purchases as they focus on aspects of life that they still possess control over (Di Crosta,
Ceccato, Marchetti, La Malva, Cannito, Cipi, Mamarella, Palumbo, Verrochio, Palumbo, & Di
Domenico, 2021). However, another study found motivations of self-control did not have a
significant effect on the purchasing intentions of those struggling with anxiety, depression, or
indifference (Park, Lee, Lee, Lee, & Chung, 2022). Hereby, determining the correlation between
the desire for self-control in times of instability and the potential increase in purchasing as a form
of alleviation to need further conclusive testing.
Future Research
With the COVID-19 pandemic, while extensive research has been performed to date in a
effort to establish current trends influencing customer decision making, further research in
certain sectors still remains to be done to determine the holistic impact of the COVID-19
pandemic. One such area is the distinguishing of consumers with preexisting mental illnesses
from those who developed said illnesses as a result of the COVID-19 pandemic (Park, Lee, Lee,
Lee, & Chung, 2022). Extensive research has been performed to determine the general impact of
negative emotions and mental illness on increases in spending during times of crisis such as the
pandemic. However, the distinguishing of pre-existing conditions has yet to occur, and could in
turn, skew research findings. Other studies have found a need for further examination of other
factors introduced within the pandemic, including the higher focus on healthy living as
consumers re-evaluate their life priorities (Hoekstra, & Leeflang, 2020; Moldes, Dineva, & Ku,
2022). As consumers make behavioral changes regarding their priorities in an effort to establish
some newfound normalcy in their life, there becomes a need for further research of these
elements that may counterbalance the rising effects of negative emotions related to the COVID-
19 pandemic. As the initial outbreak of the COVID-19 pandemic distances, there arise new
behavioral changes and complexities of the impact of the COVID-19 pandemic that must be
examined (Jílková, & Krávolá, 2021).
Conclusion
The effect of the global shift to a more extensive digital marketplace creates a need for
further examination of the impact on consumer decision making and behavior. As time increases,
consumers will become more proficient in their navigation of the digital space. Therefore, a
better understanding of the current consumer decision making process and behavior must be
established to determine the available opportunities for marketing organizations.
