Abstract: COVID-19, as a sudden public health event, provides a new topic for social science research. Most of the existing researches on the economic effects of public health emergencies focus on the impact of public health emergencies on the macro economy, but lack of the impact of public health emergencies on individual consumption behavior. However, the research of traditional consumer behavior is mainly oriented by commercial application, and thus lacks the concern of The Times and social problems. Based on the temporal characteristics of sudden public health events, this paper discusses and prospects the research ideas of consumer behavior theory on sudden public health events in the context of theoretical and practical problems that researchers should pay attention to, and draws the corresponding logical path. Only by paying more attention to social realistic problems and integrating these problems into the internal logic of the development of the discipline theory system, can consumer behavior better serve the social needs and promote the benign development of the discipline.

Key words: sudden public health events; COVID - 19 outbreak; Consumer behavior