In a late March 2020 survey of consumers in the United States it was found that in relation to the recent coronavirus outbreak respondents were less approving of advertising showing people interacting closely with each other. Only around 10 percent of surveyed Americans thought it was appropriate for brands to present people hugging in ads for their products or services. According to 55 percent such portrayals were inappropriate. What is more, 58 percent of respondents also said they would be less likely to buy a product or service advertised in such a way.
Consumer perception of social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020
Question: "In light of the coronavirus outbreak, do you think it would be appropriate or inappropriate for a brand’s advertisement to show the following?" Figures may not add up or exceed 100% due to rounding.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Morning Consult. (March 24, 2020). Consumer perception of social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020 [Graph]. In Statista. Retrieved December 30, 2024, from https://www.statista.com/statistics/1106455/covid19-influence-ion-advertising-perception-us/
Morning Consult. "Consumer perception of social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020." Chart. March 24, 2020. Statista. Accessed December 30, 2024. https://www.statista.com/statistics/1106455/covid19-influence-ion-advertising-perception-us/
Morning Consult. (2020). Consumer perception of social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020. Statista. Statista Inc.. Accessed: December 30, 2024. https://www.statista.com/statistics/1106455/covid19-influence-ion-advertising-perception-us/
Morning Consult. "Consumer Perception of Social Conduct Elements Portrayed in Advertising in The United States in Light of The Coronavirus Pandemic as of March 2020." Statista, Statista Inc., 24 Mar 2020, https://www.statista.com/statistics/1106455/covid19-influence-ion-advertising-perception-us/
Morning Consult, Consumer perception of social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020 Statista, https://www.statista.com/statistics/1106455/covid19-influence-ion-advertising-perception-us/ (last visited December 30, 2024)
Consumer perception of social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020 [Graph], Morning Consult, March 24, 2020. [Online]. Available: https://www.statista.com/statistics/1106455/covid19-influence-ion-advertising-perception-us/
