Covid-19 crisis has significantly altered the attitude and behavior of people all over the world. This has created a challenge for the consumers’ consumption on different categories of products. Consumers behavior on the basis of their personalities like emotional and cognitive is the key area to study during the pandemic. Affect and Cognition have profound impact on behavioral pattern of consumers in all times. Pandemic changed purchase behavior and make consumers to behave with cognition and emotion. The study has verified a deviation in consumer behavior on consumption of essential goods. The result is based on the brand consciousness and price sensitivity of both cognitive and emotional consumers during the purchase of essential commodities. Further structural equation modeling utilized to study various personalities under emotional and cognitive and consumption variations during the pandemic.

cognitive, emotional, multivariate, normality, predictive validity