This paper original contribution builds on examining consumer attitudes in periods of recession and post-recession, providing new insights concerning consumer decision-making, new logics of spending and saving behavior and also opening new paths for research on the psychology of choice in contexts of recession and the immediate stage of recovery. The study used a longitudinal qualitative approach comprising twenty-two semistructured interviews with eleven Portuguese consumers. The research was conducted in two moments in time: 2014 and 2018, corresponding to periods of Portuguese recession and recovery. The results show that, during recessions, consumers look for economic level-headedness, adopting and assuming new behaviors that allow them to accommodate the reduced income, which also translates into increased social responsibility. Besides switching to cheaper options, namely looking for private labels and national brand promotions, consumers revealed new strategies and new habits, such as i) more organization and planned behavior; ii) going shopping more frequently; iii) reducing stocking behavior, and iv) avoiding wasting. The study expands the comprehension of consumer behavior during recessions and recovery, bringing the idea of crises as ‘learning journeys’ and transformational opportunities.

Introduction

The 21st century economic crisis, which began in the United States and extended to other countries with a serious impact on Eurozone, has affected consumption dynamics, pressuring consumers to make more rational trade-offs in face of diminished resources. Economic recessions imply contexts of change in lifestyles, consumption patterns and routines, constituting an adequate scenario for studying modifications in consumption (Puelles et al., 2016; Koos et al., 2017). According to Quelch and Jocz (2009), when a recession is deeper and more prolonged there is a greater possibility of profound transformations in consumer behavior. Despite its relevance and increasing research interest, little is known about consumption decisions during recessions (e.g. Alonso et al., 2015, 2017; Kaytaz and Gul, 2014; Koos et al., 2017). For example, it is critical to better understand how consumers reassess priorities, reallocate funds, switch brands and redefine value (Quelch and Jocz, 2009: 57). The persistence of changes in consumption patterns in the postrecession stage is also overlooked since most part of the research in the field examines behavior and attitudes at one particular point in time (e.g. Koos et al., 2017; Zurawicki and Braidot, 2005). Conducting research adopting longitudinal designs is much needed since it allows uncovering changes in consumer attitudes or behavior across time (e.g. Cutler, 1979; Nunes et al., 2011). Consumer behavior literature needs to accommodate the study/comprehension of these transformations, uncovering dimensions of the psychology of choice in contexts of recession and post-recession which will also allow reassessing the way companies approach consumers during these stages.