“What was once off-putting is now comforting,” says Eric Spangenberg, dean of the UC Irvine’s Paul Merage School of Business and a professor of marketing and psychological science. To Spangenberg, coronavirus created an almost permanent retooling of how people shop. Anybody dealing with consumers better be quick to adapt. There will be no return to old shopping habits any year soon. “It’s not a new normal. Normal is what we now talk about,” he says.