COVID -19 has unleashed unprecedented crisis to both consumers and marketers. The uncertainty brought about by the crisis has important implications for marketers and consumer researchers as behavioural shifts, which otherwise would have taken decades to set in have been accelerated. The main goal of this research article is to examine consumer response to unstable environments such as the one brought by COVID-19 pandemic. Our findings give rise to major themes that put the spotlight on behavioural changes as the response to the ‘new normal’ gave rise to ephemeral and temporal consumer choices and decisions. Consumer adaptations also point to the possibility of permanent behavioural shifts such as the growing acceptance of gig economy and a ubiquitous adoption of virtual life. This study has implications for brands and marketers as it will help them to navigate the new landscape in the consumer acquisition and retention journey with long term consequences.

Keywords : Consumer Response, Unstable Environments, Covid-19, Behavioural Shifts.