Consumers under pandemic anxiety: Suppressors, intensifiers, and resilients

ABSTRACT

COVID‐19 turned the lives of all people across the world upside down. Everyone faced the threat of catching the virus and denial of access to the physical marketplace. For many, it also brought the threat of partial or full unemployment. This trinity of upheaval produced heightened anxiety. The purpose of this article is to understand how consumers coped with anxiety during the pandemic and lockdown periods. We hypothesized that consumers coped with such anxiety by engaging in diverse creative and productive activities, which served as anxiety suppressors. In addition, we hypothesized that one's enduring mind positivity provided resilience and helped consumers mitigate their anxiety. In survey data from a random sample of 550 consumers in the United States, we found support for these hypotheses. Consumers who engaged in voluntary productive activities suffered less anxiety. And consumers with higher resilience levels also felt lower levels of anxiety. In addition, we found that enjoyment of shopping intensified the experience of COVID‐19‐induced anxiety. The research framework linking this specific set of antecedents to COVID‐induced anxiety and its affirmation in this study are new to the literature and therefore offer a notable contribution to it. These findings show two pathways to marketers Organize and promote voluntary productive activities and offer means for consumers to cultivate personal resilience, on for‐profit and not‐for‐profit platforms. Also, we suggest a future consumer research agenda for when fate again brings us face‐to‐face with similar or even lesser catastrophes, which, according to scientific forecasters, it sadly but surely will.