A model of consumer life-satisfaction amidst the COVID-19 pandemic: Evidence and policy implications

Ekici A., Watson F.

Journal of Consumer Affairs, 2021 (Journal Indexed in SCI Expanded) identifier

  • Publication Type: Article / Abstract
  • Volume:
  • Publication Date: 2021
  • Doi Number: 10.1111/joca.12393
  • Title of Journal : Journal of Consumer Affairs


© 2021 American Council on Consumer Interests.The COVID-19 pandemic has dramatically impacted the lives of consumers across the globe. What guidance can consumer researchers and policymakers provide consumers to elicit adaptive responses that contribute to their life-satisfaction under these adverse conditions? To this end, we develop and test an adaptive response model and demonstrate its impact on the life-satisfaction of the consumers experiencing the pandemic in Turkey. Our model suggests that amidst COVID-19, seeking emotional help triggers the positivity in people, which in turn increases life-satisfaction. Moreover, turning to religion to deal with the challenges of the pandemic leads to positivity and hope, which in turn positively affect life-satisfaction. Importantly, “escape” behaviors (such as excessive work or time spent in online shows/games) reduce positivity and hope in consumers, thus negatively impacting life-satisfaction. The paper discusses the conceptual and public policy implications of the results and offers recommendations for future research.