Publicado

2022-12-21

COVID Communications: Preferred Brand Tones for Consumers during Stressful Times

Comunicación y COVID: tonos de marca preferidos por los consumidores durante períodos de tensión

Comunicações covid: tons de marca preferidos para consumidores durante tempos estressantes

DOI:

https://doi.org/10.15446/innovar.v33n87.105501

Palabras clave:

Advertising, brand tones, consumer stress, marketing communications, pandemic (en)
publicidade, tons de marca, estresse do consumidor, comunicações de marketing, pandemia (pt)
publicidad, tonos de marca, estrés del consumidor, comunicaciones de marketing, pandemia (es)

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Autores/as

This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.

Este estudio analiza las preferencias de los consumidores frente al tono de una marca durante períodos de tensión o estrés, como el confinamiento durante la pandemia de covid-19. Para ello, se presentaron cinco opciones de tono de marca mutuamente excluyentes (informativo, reconfortante, confiable, inspirador y humorístico) ante un grupo de consumidores. Las preferencias de los consumidores por estos tonos fueron analizadas y cotejadas con las variables sociodemográficas y la información reportada por los participantes asociada con el estrés inducido por la pandemia y los mecanismos de afrontamiento empleados. Las relaciones estadísticas entre el estrés y las preferencias de tono de marca individuales variaron de no significativas a negativas, por lo cual no se observaron asociaciones positivas. El género y el estado civil mostraron asociaciones significativas con la selección de un tono de marca. A partir de estos hallazgos, es posible afirmar que los consumidores continúan priorizando los mensajes informativos ante momentos inciertos. Sin embargo, el uso de tonos reconfortantes también es útil en tiempos turbulentos y puede ser particularmente apropiado para consumidores de sexo femenino que buscan conexiones sociales. Con respecto a las limitaciones del estudio, esta investigación se centró en residentes de Estados Unidos durante una sola crisis pandémica, quienes reportaron padecer de estrés.

Este estudo investiga as preferências dos consumidores pelo tom da marca quando estão em uma situação estressante (ou seja, isolamento durante a pandemia de covid-19). Cinco opções de tom de marca mutuamente exclusivas (informativo, reconfortante, confiável, inspirador e bem-humorado) foram apresentadas aos consumidores entrevistados. As preferências dos consumidores foram inspecionadas e analisadas de acordo com a demografia e aos itens autodeclarados relacionados com o estresse induzido pela pandemia e os comportamentos de enfrentamento/superação. As relações estatísticas entre o estresse e as preferências individuais de tom de marca variaram de insignificantes a negativas. Não foram observadas associações positivas. Gênero e estado civil apresentaram associações significativas com seleções de tons de marca. Os gerentes de marketing devem estar cientes de que os consumidores continuam a priorizar mensagens informativas em tempos incertos. No entanto, o uso do tom reconfortante também é útil em tempos turbulentos e pode ser particularmente apropriado para as consumidoras que buscam conexões sociais. Com respeito às limitações do estudo, esta pesquisa se concentrou em residentes dos Estados Unidos durante uma única crise pandêmica. O estresse dos entrevistados foi reportado por eles mesmos.

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Cómo citar

APA

MacSween, S. y Canziani, B. (2023). COVID Communications: Preferred Brand Tones for Consumers during Stressful Times. Innovar, 33(87), 43–58. https://doi.org/10.15446/innovar.v33n87.105501

ACM

[1]
MacSween, S. y Canziani, B. 2023. COVID Communications: Preferred Brand Tones for Consumers during Stressful Times. Innovar. 33, 87 (ene. 2023), 43–58. DOI:https://doi.org/10.15446/innovar.v33n87.105501.

ACS

(1)
MacSween, S.; Canziani, B. COVID Communications: Preferred Brand Tones for Consumers during Stressful Times. Innovar 2023, 33, 43-58.

ABNT

MACSWEEN, S.; CANZIANI, B. COVID Communications: Preferred Brand Tones for Consumers during Stressful Times. Innovar, [S. l.], v. 33, n. 87, p. 43–58, 2023. DOI: 10.15446/innovar.v33n87.105501. Disponível em: https://revistas.unal.edu.co/index.php/innovar/article/view/105501. Acesso em: 26 ene. 2025.

Chicago

MacSween, Sara, y Bonnie Canziani. 2023. «COVID Communications: Preferred Brand Tones for Consumers during Stressful Times». Innovar 33 (87):43-58. https://doi.org/10.15446/innovar.v33n87.105501.

Harvard

MacSween, S. y Canziani, B. (2023) «COVID Communications: Preferred Brand Tones for Consumers during Stressful Times», Innovar, 33(87), pp. 43–58. doi: 10.15446/innovar.v33n87.105501.

IEEE

[1]
S. MacSween y B. Canziani, «COVID Communications: Preferred Brand Tones for Consumers during Stressful Times», Innovar, vol. 33, n.º 87, pp. 43–58, ene. 2023.

MLA

MacSween, S., y B. Canziani. «COVID Communications: Preferred Brand Tones for Consumers during Stressful Times». Innovar, vol. 33, n.º 87, enero de 2023, pp. 43-58, doi:10.15446/innovar.v33n87.105501.

Turabian

MacSween, Sara, y Bonnie Canziani. «COVID Communications: Preferred Brand Tones for Consumers during Stressful Times». Innovar 33, no. 87 (enero 1, 2023): 43–58. Accedido enero 26, 2025. https://revistas.unal.edu.co/index.php/innovar/article/view/105501.

Vancouver

1.
MacSween S, Canziani B. COVID Communications: Preferred Brand Tones for Consumers during Stressful Times. Innovar [Internet]. 1 de enero de 2023 [citado 26 de enero de 2025];33(87):43-58. Disponible en: https://revistas.unal.edu.co/index.php/innovar/article/view/105501

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CrossRef citations1

1. Sandra Rojas-Berrio, Javier A. Sánchez-Torres, Francisco-Javier Arroyo-Cañada, Flor Madrigal-Moreno. (2022). Retos del marketing desde la pandemia por COVID-19. Innovar, 33(87), p.3. https://doi.org/10.15446/innovar.v33n87.106350.

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