Beyond SARS. Consumers in times of crisis and the impact on Greater China

INTRODUCTION – A THREAT LOOMING

In February 2003, the media began reporting a rapidly spreading atypical pneumonia. Identified as severe acute respiratory syndrome or SARS, this highly contagious disease made international news every day. An estimated 8,098 cases were reported around the world – with a total of 774 deaths attributed to the syndrome.¹⁾ The Greater China region²⁾ accounted for 92% of all SARS cases and 89% of all fatalities.

The SARS outbreak caused widespread alarm as it began to strike healthy adults with no history of respiratory illness and the cause of transmission remained uncertain and, adding fuel to the fire, subject to a huge amount of speculation.