THE COVID-19 PANDEMIC: PATHS FOR FUTURE RESEARCH IN MARKETING INVOLVING THE REGULATORY ROLE OF PROSOCIAL CONSUMPTION

Objective: One of the strategies adopted by several countries (i.e. China, United States, Brazil) for containing the pandemic is to recommend the adoption of social distancing. This type of situation can generate negative emotions, such as fear and anxiety, which might affect the well-being, hope and consumption behavior of individuals. The present work aims, therefore, to propose that prosocial consumption could help reduce the negative emotional effects caused by social distancing. Method: The study is a combination of a literature review and the development of a theoretical conceptual model that identifies gaps and presents research proposals that can guide future studies. Originality: Existing literature characterizes prosocial consumption as a consequence of positive emotions. This paper aims to explain how prosocial consumption can generate well-being even in situations in which negative emotional states are being experienced. Contributions: The theoretical conceptual model developed by this study explains the role of prosocial consumption as a behavior that reduces the negative effects of the negative emotions caused by social distancing and promotes well-being during the COVID-19 crisis. Understanding these mechanisms is beneficial to consumers, to the public sector and to the private sector, which can adopt strategies for fostering prosocial behavior and increasing wellbeing, but also for increasing sales and enhancing brand equity.