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Definition:

According to Douglas (1966), the notion of purification and contamination is similar to “dirt”. Dirt represents contamination in social and cultural systems. She also states that ‘primitive’ societies don’t have a clear differentiation between ‘dirty’ and ‘pure’. Throughout her research, Douglas claimed that what is considered dirty is determined through “bodily sensations, physiological and psychological processes”.

Application: Purity & contamination in response to COVID-19

Because purity and contamination can be thoroughly psychological; the following concepts could impact peoples views on purity and contamination as a result of COVID-19;

Culture could be seen as ‘dirty’ or contaminated though the soaring COVID-19 death rates, which could establish fear in the community, further creating a ‘contaminated’ culture

Social structure has been affected by COVID-19, with many people losing their jobs or unable to bulk-buy necessities; this could create a wider income gap, resulting in a struggling economy that can psychologically show a ‘contaminated’ culture.

Finally, as normalcy was dramatically disrupted in response to COVID-19, it impacted people’s mental health. The increase in mental health issues could show a mentally contaminated culture, in response to the lockdowns and closures, with maximal uncertainty.

https://monoskop.org/images/7/7d/Douglas_Mary_Purity_and_Danger_An_Analysis_of_Concepts_of_Pollution_and_Taboo_2001.pdf

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Definition:
Maslow’s Hierarchy of Needs highlights the needs of consumers. It has been utilised in the marketing industry as method/ theory to explain consumer behaviour and answer questions such as what motivates consumers?

Application:
Maslow’s Hierarchy of Needs can be used explore how consumers needs have changed and shifted as a result of Covid-19. For example in the UK consumers' needs could be said to have gone back to the 'Basic needs' (food, warmth, etc).

This could also be used to explore the role brands play to help consumers navigate through their changing needs during Covid-19. For example, how brands such as LVMH moved from meeting customers' 'esteem needs' through their high-end and prestigious products  by producing hand sanitiser gels and supplying face masks (in France) Thus, helping consumers meet their 'safety needs' a basic need which many consumers in the developed world returned to as a result of Covid-19.

https://www.lvmh.com/news-documents/news/moet-hennessy-mobilizes-worldwide-to-help-medical-personnel-in-the-fight-against-covid-19/

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Definition:

Liminality not as an inevitable passing through but as a place where we deliberately choose to pause and reflect; to discern what we are now called to be or do, before moving on. It is a period of suspension, change and recalibration.

In regards to COVID-19:

Liminality can help to explain the process of change and adaptation of people who have gone through transitions in their lives during quarantine. Examples of this include transitioning into a life completely rooted at home, potentially redundancy and the stage in between jobs.

Van Gennep alternative/ extension links in to this. Whereby, there are 4 categories.

- Passage of people from one status to another, initiation ceremonies in which an outsider is brought into the group. This includes marriage and initiation ceremonies that move one from the status of an outsider to an insider.

- Passage from one place to another, such as moving houses, moving to a new city, etc.

- Passage from one situation to another: beginning university, starting a new job, and graduating high school or university.

- Passage of time such as New Year celebrations and birthdays.

- The news right now is full of words like limbo, “an intermediate or transitional place or state”

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-       We spent more time online with apps such as Tick Tock and Zoom having online quizzes with multiple different groups of people as it relieved tension

-       Spent less money on clothes but found that with online food shopping we were buying more

For me my online streaming service consumption went up drastically as it was the easiest thing to past the time while also not having to think too much about anything

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-       Panic buying in bulk things such as toilet paper, hand sanitiser and long lasting foods

-       Loyalty to certain brands may have been lost due the simplicity of other brands

-       Online shopping especially for supermarkets as they offered a simple way of getting what you need

-       Consumers were cautious of buying anything like holidays as it was a risk but at the same time consumers went back to brands that bring them the most comfort

-       Consumers expected brands to offer help whether that be practical help or just make the effort in general

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We have both gone through varying stages with online consumption - first consuming everything possible online to stay up to date, and then experiencing a fatigue and feeling overwhelmed with everything available online. I find that I use my technology a lot more, but many of the applications I use I spend less time on - as I lose interest more quickly.

Marika has also considered her spending when buying products and limiting to only buying what she needs. She has also tried to keep her savings and build her help to buy ISA so she can afford a house one day.

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Everything is more online centred - communication has become a key staple in our new environment where we feel disconnected from each other, so we have found creative new ways to stay in touch visually, audibly, and mentally. We believe this has also driven a new sense of honesty and truth in people’s output online, and a desire for the same honesty from brands.

We also believe that it has made people more worried about the future, leading to more poorly thought through and sudden consumption, such as panic-buying.

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I found as a result of covid I have significantly reduced the amount of online clothes shopping. On the other hand have also preferred online food shopping to reduce the contact in supermarkets.
Sophie Yeo

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How my consumption choices and priorities have changed:

- Having to shop for high-risk family members

- Buying larger quantities

- Having to go from shop to shop to find items that had ran out in other shops

- Focus changed from going out and shopping to spending more time on my phone, e.g. doing online shopping on apps such as ASOS

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As a result of Covid, not only has the increase of essential items (dry foods, toiletries) increased. But consumers purchasing behavuours have shifted -the purchases of home items such as gardening furniture, home furtinure has soared. Though these are non-essential items, these sectors have managed to maintain consumers and thus managed to survive throughout the pandemic.

Sophie Yeo

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Ways in which consumer behaviour has changed as a result of Covid-19:

- Less footfall in stores -Inconsistency in shopping behaviour / tactics

- People were forced to take things into their own hands – stockpiling – led to others having to go without

- Consumers expecting brands to help out – such as introducing precautionary safety measures into stores – e.g. protective screens, hand sanitiser and queuing lanes

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Under the pressure of public panic pandemic, I have put more my own attentions on the daily uses products, such as food, toilet paper, hygiene products.
Also I have put more time to take care of my personal psychological needs, and focusing on more about entertainment contexts on social media.
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Jocellyn Chiu.

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Under the affects of CONVID-19, many consumers have changed their behaviours, attitudes and purchasing habits under the pressure of being 'panic'.
The consumer will focusing on more their most basic needs while they are purchasing, such as toilet papers, food, hygiene products.
Moreover, under the management of social distancing measures, consumers are mainly using digital platform to connect with the society more than before.
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Jocellyn Chiu.

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I have returned to nostalgic and nesting behaviour - I have found myself baking and cooking more often. When I was younger baking was something my cousins and I did on most Sundays after church and when I was someone’s birthday.

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Consumers have turned to more to digital buying with more time spent at home during the lockdown period. Consumers footprint will be far greater during lockdown as outdoor activities lessen meaning online behaviour increases because of more free time.