Coronavirus influence on ad perception and purchasing intent in the U.S. 2020

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

Characteristic	Much/somewhat more likely	Neither more nor less likely	Somewhat/much less likely	Don't know/no opinion
People hugging	2%	35%	58%	5%
People kissing	2%	33%	59%	6%
People shaking hands	3%	34%	57%	5%
People standing less than 6ft apart	10%	39%	47%	5%
People participating in video calls	47%	44%	3%	5%
People practicing 'social distancing'	51%	40%	4%	5%

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Release date

March 2020

More information

Region

United States

Survey time period

March 20 to 22, 2020

Number of respondents

2,200 respondents

Method of interview

Online survey

Supplementary notes

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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