During a survey conducted in March 2020 among consumers in the United States it was found that in light of the COVID-19 pandemic respondents were less inclined to buy products or services that were advertised by means of showing people closely interacting with each other. For instance, 59 percent said that if they saw and presenting people kissing then they would be less likely to purchase that product. The opposite was true for two percent of respondents. This closely correlates with consumer perception of such advertising, where 53 percent of Americans found ads portraying people kissing as inappropriate in times when social distancing is encouraged due to coronavirus outbreak.
Consumer purchasing intent influenced by social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020
Question: "And in light of the coronavirus, if you saw an advertisement for a brand that showed the following, would you be more or less likely to purchase their product or service?" Figures may not add up or exceed 100% due to rounding.
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Morning Consult. (March 24, 2020). Consumer purchasing intent influenced by social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020 [Graph]. In Statista. Retrieved October 05, 2024, from https://www.statista.com/statistics/1106508/covid19-influence-on-advertising-perception-and-purchasing-us/
Morning Consult. "Consumer purchasing intent influenced by social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020." Chart. March 24, 2020. Statista. Accessed October 05, 2024. https://www.statista.com/statistics/1106508/covid19-influence-on-advertising-perception-and-purchasing-us/
Morning Consult. (2020). Consumer purchasing intent influenced by social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020. Statista. Statista Inc.. Accessed: October 05, 2024. https://www.statista.com/statistics/1106508/covid19-influence-on-advertising-perception-and-purchasing-us/
Morning Consult. "Consumer Purchasing Intent Influenced by Social Conduct Elements Portrayed in Advertising in The United States in Light of The Coronavirus Pandemic as of March 2020." Statista, Statista Inc., 24 Mar 2020, https://www.statista.com/statistics/1106508/covid19-influence-on-advertising-perception-and-purchasing-us/
Morning Consult, Consumer purchasing intent influenced by social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020 Statista, https://www.statista.com/statistics/1106508/covid19-influence-on-advertising-perception-and-purchasing-us/ (last visited October 05, 2024)
Consumer purchasing intent influenced by social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020 [Graph], Morning Consult, March 24, 2020. [Online]. Available: https://www.statista.com/statistics/1106508/covid19-influence-on-advertising-perception-and-purchasing-us/