How Fatal School Shootings Impact a Community's Consumption

School shootings are a disturbingly regular occurrence in the United States. While their direct impact on those involved are well-researched, their broader effects on communities are less understood. The authors focus on the underresearched question of how such traumatic incidents affect community consumption. Using data from various sources, the authors find that fatal school shootings decrease grocery purchases by 2.09% in affected communities, lasting up to six months. This economic impact is felt more in liberal- than conservative-leaning counties. Additionally, extended analysis reveals that these incidents reduce spending at food services and drinking places by 8% and at food and beverage stores by 3%. Three experimental studies provide evidence that this decrease is driven by heightened anxiety around consumption in public spaces, particularly for political liberals. This work suggests the violence has far-reaching consequences, harming the local economy. The decline in spending highlights the need for community leaders to develop supportive community responses to such horrific incidents, in addition to the resources currently offered to the victims and their families.

• 저널Journal of Marketing Research · 62(6) · 959–980
• 토픽Gun Ownership and Violence Research · Health
• DOI10.1177/00222437251350150
• 저자Muzeeb Shaik, John P. Costello, Mike Palazzolo, Adithya Pattabhiramaiah, Shrihari Sridhar