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Serial coping to anxiety under a pandemic and subsequent regulation of vice food and beverage consumption among young adults

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  • David A. Jaud
  • Renaud Lunardo

Abstract

The COVID‐19 pandemic has prompted great anxiety for most people worldwide. Building on the coping literature and two studies, this research examines the effect of such anxiety on young (18–35 years old) adults' consumption of vice food and beverages. Specifically, in an online experiment using a UK sample (N = 211), we first identify the feeling of helplessness as the reason why anxious people accept a situation less and reinterpret it less positively. Then, in a large study in France (N = 1006), we show that these coping mechanisms of acceptance and positive reinterpretation explain why individuals engage in unhealthy consumption as a response to their anxiety. From this serial coping explanation of the effects of anxiety, this article then offers implications for social marketers and public policymakers, particularly with respect to young people's well‐being and physical health.

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  • David A. Jaud & Renaud Lunardo, 2022. "Serial coping to anxiety under a pandemic and subsequent regulation of vice food and beverage consumption among young adults," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 237-256, March.
    • Handle: RePEc:bla:jconsa:v:56:y:2022:i:1:p:237-256
    DOI: 10.1111/joca.12442
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    References listed on IDEAS

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    Cited by:

    1. Vijay Payal Bharti & Elizabeth T. Gratz & M. Paula Fitzgerald, 2022. "“You can't make me do it!” A model of consumer compliance," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 120-140, March.
    2. Elizabeth A. Minton, 2022. "Pandemics and consumers' mental well‐being," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 5-14, March.
    3. Amy Errmann & Felix Septianto, 2023. "Balancing evolutionary impulses: Effects of mindfulness on virtue food preference," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(2), pages 848-870, April.
    4. Sabrina Capito & Albena Pergelova, 2023. "Treat yourself: Food delivery apps and the interplay between justification for use and food well‐being," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 479-506, January.

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