12


Spring 2020


FEATURE


UNDERSTANDING


Consumer Behavior


By Kate L. Harrison e


ffective marketing is a balancing act even in the best of times, but during times of stress,


challenge, and economic recession, when studies show that marketing is critical to recovery, the pressure for marketers goes up significantly. Striking the right tone in these times, as well as determining what messaging is appropriate and which channels are most effective, can be particularly difficult. As businesses


struggle with wondering what they might look like post-pandemic, they may be asking themselves, “What should my brand be doing to keep our customers and audiences engaged?” Fortunately, lessons from previous national emergencies such as 9/11 and downturns such as the Great Recession (December 2007– June 2009) provide some guidance into what we can expect from consumer behaviors.


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