Consumption and geographic mobility in pandemic times. Evidence from Mexico

We analyze the universe of point-of-sale (POS) transactions before and during the COVID-19 lockdown in Mexico. We find three key results. First, consumption in Mexico fell by 23 percent in the April-June quarter of 2020 and by 16 percent from April to September of 2020 as compared to expected levels. Second, reductions in consumption were highly heterogeneous across sectors and states, with states and activities related to tourism the most affected. Third, using variation over time and states, we estimate the elasticity of POS expenditures with respect to geographic mobility (measured using cellphone location data) to be slightly less than 1. This estimate suggests that spending in developing countries may be more responsive to mobility than in developed countries, and that mobility indicators could be used as a real-time proxy for consumption in some economies.

     

Marketing Archetypes: Applying Jungian Psychology to Marketing Research

In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung's analytical psychology and their relevance for marketing, we propose the use of the Jungian archetypes to implement a market research model, considering the case of an Italian research company's development of the Archetipus® model.