Consumers react to all events based on emotions, that includes pandemics. Although it is too early to know what the long-term effects of COVID-19 may be, or how, or if we will ever return to “normal”, there are a number of ways to recognize and understand the behavioural biases always in play: Availability bias: COVID-19 dominates our thoughts and conversations. Media and business are fully engulfed; either reporting it, dealing with it or even denying it, people’s minds are