Purpose -The current study suggests rethinking higher education due to COVID-19 or other similar high-stress conditions. Research Methods - As a result of comparing student perceptions and performance from identical courses in consumer behavior before and during the pandemic, definitive differences were found which lead to the consideration of revisions in the delivery of college courses to expand educational offerings. Findings - The During COVID group scored significantly lower than the Before COVID group in terms of their mid-term exam scores, final exam scores and overall grades for the course. The During COVID group had a significantly less number of likes for class components, a significant increase in the number of dissatisfactions, and a significant increase in the number of improvements for the course when compared to the Before COVID group. Implications for Research and Practice – Further research should assess the impacts of high stress conditions and the suggestions provided here such as determining ways to overcome the lack of person-to-person contact and to adjust the course delivery format and expected deliverables such as tests study materials.