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.

中文翻译：

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COVID-19 大流行中的消费者生活满意度模型：证据和政策影响

COVID-19 大流行极大地影响了全球消费者的生活。消费者研究人员和政策制定者可以为消费者提供哪些指导，以引发有助于他们在这些不利条件下生活满意度的适应性反应？为此，我们开发并测试了一种适应性响应模型，并展示了它对土耳其经历疫情的消费者生活满意度的影响。我们的模型表明，在 COVID-19 中，寻求情感帮助会激发人们的积极性，从而提高生活满意度。此外，转向宗教来应对大流行的挑战会带来积极和希望，进而对生活满意度产生积极影响。重要的，“逃避”行为（例如过度工作或花在在线节目/游戏上的时间）会降低消费者的积极性和希望，从而对生活满意度产生负面影响。本文讨论了结果的概念和公共政策含义，并为未来的研究提供了建议。