| During the COVID-19 pandemic, consumers experience emotions of fear and anxiety. Consumers’ emotions have an impact on consumer behavior so that grouping consumers during this pandemic will be useful for determining marketing strategies and tactics that are suitable with them. This study aimed to make consumer psychographic segmentation, based on the negative emotions of consumers towards the pandemic, lifestyle, and purchasing behavior. Negative emotions are focused on fear and anxiety. This study used a survey method to consumers in various cities in Indonesia. To categorize the consumers, we used the K-Means Cluster analysis. The results of this study indicate that three groups were significantly different from each other. The first group, persistent consumers as we call them, are those who have a high fear of the impact of COVID-19, but they can exercise self-control in terms of shopping. The second group, impressionable consumers, are those who feel fear and anxious the most, who are affected by the purchasing style of others, and shop more often. The third group, unaware consumers, are namely those who are less affected by the pandemic psychologically, who are not anxious by the behavior of other consumers, and shop the same as before the pandemic occurred. |