Figure 3
The vertical flowchart begins from the top with the first text box labeled “Crisis Context: Pandemic”. A downward arrow connects it to the second box labeled “General Attitudes” with three bullet points underneath: “Trust in Institutions”, “Prosocial Orientation”, and “Health and Financial Concerns”. A downward arrow connects this box to the third box labeled “Neuroscience-Informed Segmentation” with the text in parentheses “(Health Worriers, Overwhelmed, Unconcerned, Financial Worriers)”. Another downward arrow leads to the fourth box labeled “Marketing Strategy Implications” with four bullet points listed below: “Framing”, “Channel”, “Message Tone”, and “Positioning”. The final downward arrow connects to the fifth and last box labeled “Culturally Informed, Emotionally Attuned International Marketing”.Conceptual framework linking crisis-driven attitudes to international marketing strategy. Source: Authors’ own work