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

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.