Consumption Coping to Deal with Pandemic Stress:

Impact on Subjective Wellbeing and Shifts in

Consumer Behavior
Submitted By: Avinash Jain (FPM18013)

Thesis Advisory Committee

Prof. Satyabhusan Dash (Chairperson)
Prof B.K Mohanty (Member)
Prof. Ashish Dubey (Member)
Introduction
Research Context

Stress due to collective

Impact of stress Studies that link stress
tragedies (e.g.
induced due to life due to collective
Earthquake,
events is fairly tragedies with specific
Pandemic, and
documented in the consumer behaviours
Hurricane) have very
literature. are virtually none.
few studies.

Characteristics of Stress in Collective Tragedy

• Stress level is very high
• Stress level is widely felt in general population
• Lack of control over element causing the stress
COVID-19 – ONCE IN CENUTRY HEALTH CRISIS
Dec-2019 Jan-2019 Feb-2019 Mar-2019 Sept-2019

In early December Covid- On 30th January India On 2nd February 1st On 11th March WHO On sept 13th 213 countries
19 outbreak started in a confirms first case of outside china death declares Covid-19 reported 29 Mn cases
food market in Wuhan, coronavirus. reported due to Covid-19 pandemic covid-19 cases and death
China in Philippines. toll of 0.9 Mn
On 30th January WHO On 25th March India
declared Covid-19 public On 26 Feb National
th
declared nationwide India is on 2nd number
health emergency institute of health begin complete lockdown which with 4.8 Mn cases and
the first clinical trial in the continued till may 31st . 80k deaths.
U.S. for potential Covid-19
treatment.

Almost after 3 years the covid-19 pandemic is present in our lives in

some form or another. People now devised the ways to with it.

Covid-19 pandemic is a historical event which provide unique

research context to expand the application of consumption coping in
managing the stress due to catastrophic event.
Motivation

• Elevated level of stress among citizens is being

reported due to lockdown, quarantine and economic
slowdown (Mamun & Ullah, 2020; Shammi et al.,
2020).
• People have adopted various consumptions and
lifestyle changes to cope with the stress due to
covid-19.
• Also some of the consumption and lifestyles
adopted will become permanent and will not go
back to normal even after the pandemic
(Marathovouniotis, 2020; Verdon, 2020).
• So the overarching goal of this study is to study
changes in consumer behavior in the light of Covid-
19 stress and its consequences.
Literature
Review
 Stress During Pandemic
• According to response-based definition stress is a state and
individuals reacts under stress (Lazarus and Folkman 1984).
• According to stimulus-based definition an event is stressful
if the investigator appraises it as stressful.
• The circumstances which are appraised as stressful are
called stressors.
• Although a few researchers have attempted to understand
the major stressors during the COVID-19 pandemic (Table I).
But, there is a lack of consensus on active stressors.
• Stressors active in a country will depend on the social
context and the existing rules and regulations.
• Hence, there is a need to develop a multifaceted pandemic
stress scale. (GAP 1)
Stress During Pandemic
Coping
• ‘Lazarus & Folkman, (1984) defined coping any effort, behavioral or cognitive to
manage demands created by stressors if the resources of a person exhaust.
• Coping theories explain the structural distinction between lower-order and
higher-order coping processes.
• Coping processes adopted in event-specific contexts, such as a pandemic, exhibit
a high degree of heterogeneity (Duhachek and Oakley 2007). Thus,
conceptualizing lower-order coping processes results in a high degree of variance.

• Higher-order coping theories are distinct from lower-order theories as they seek to
collapse the lower-order dimensions into a few core dimensions based on their
conceptual similarity, which results in a more parsimonious and grounded
system (Duhachek and Oakley 2007).

• Approach and avoidance classification is comparatively a better fit in event

specific context (Duhachek, 2005)
Coping 2
• In previous literature coping has been modelled as either situational or
dispositional.
• There is little clarity on how an individual chooses between the two styles in
a pandemic.
• Only few past studies have explored the role of consumption coping in
collective tragedies such as recession (Kumar and Singh, 2014), natural
disasters (Sneath et. al., 2014), and pandemics (Laato et. al., 2020; Seale et
al., 2009). (Table 2 provide the typology of consumption coping in life event
context)
• The consumption coping adopted in any collective tragedy is heterogeneous
and is situationally dependent on resources and active stressors. Therefore,
a comprehensive consumption coping model for global pandemic like Covid-
19 is required. (GAP 2)
Coping 3 – Consumption Coping
Subjective Wellbeing
• According to research on the long-term effects of prior pandemics,
psychological disorders such as sadness, anxiety, and stress can persist for
months or even years after an outbreak (Bonanno et al., 2008; Chan &
Huak, 2004; Liu & Black, 2011).
• The role of stress in reducing subjective wellbeing and the impact of coping
responses on stress and subjective wellbeing have been explored for various
life events (Balaswamy and Richardson 2001; Brunstein 1993; Wrosch et al.
2011).
• In the pandemic context, some studies have reported the use of coping to
improve wellbeing (Dawson and Golijani-Moghaddam, 2020; MacIntyre et al.,
2020; Shamblaw et al., 2021).
• However, all of these investigations have employed generic dispositional
coping scales and not the specific consumption and lifestyle coping adopted
to tackle the pandemic stressors. Hence this study aims to assess the impact
of consumption coping on subjective wellbeing. (GAP 3)
 Continuance Intention
• We are witnessing several changes in consumer behavior during the COVID-
19 pandemic.
• Some of these changes will not go back to the pre-pandemic time and will be
ingrained as habits (John and Thakur, 2021; Sheth, 2020).
• A shift in consumer behavior has also been reported in other collective
tragedies such as recession (Flatters and Willmott, 2009), traumatic violence
(Sigirci et al., 2016), and hurricanes (Ma and Smith, 2017).
• But the mechanism through which consumers decide to continue an
adopted consumption coping is unknown.
• Therefore, this study will assess the mechanism through which consumers
develop the intention to continue consumption coping. (GAP 4)
Objectives
01 To understand the stressors active in
India during the COVID-19 pandemic?

To examine the consumption and lifestyle

02 adjustments made by people to cope with
pandemic-induced stress?

To comprehend how people choose between

03 approach and avoidance consumption coping?

To fathom the role of consumption coping in

04 improving subjective wellbeing and shifts in

consumer preference during collective tragedy
stress?
Integrated
Theoretical
Framework (ITF)
 ITF-1
• This study presents a multi-theory framework by integrating several well-
established theories.
• The stimulus–organism–response (S-O-R) framework (Mehrabian and Russell,
1974), the transactional theory of stress and coping (TTSC; Lazarus and Folkman,
1984), the theory of mental incongruity (TMI; Dykstra and Gierveld 1994), the
expectation confirmation theory (ECT; Oliver 1977, 1980), and the theory of
consumption value (TCV; Sheth et al., 1991) have been integrated to develop a
research model that explains the relationship between the constructs of interest.
 ITF- S-O-R (Theory)
• The S-O-R theory proposes that the link between environmental stimuli and
behavior is mediated by emotional feedback.
• In a pandemic (stimuli), people perceive the risk of getting infected, losing jobs, etc.,
which results in stress (organism). People react to stress by adopting an approach
and avoidance consumption coping (response).
• The S-O-R model explains the approach and avoidance consumption coping
responses, which are reactionary, such as panic buying and spending less.
S-O-R
ITF- Transactional Theory of Stress and Coping (TTSC)

• According to TTSC individuals make cognitive judgements about

a. Situations – Primary Appraisal
b. Ability to respond to situations - Secondary Appraisal
c. Effectiveness of the responses - Reappraisal
• The TTSC can be used to explain the cognitively adopted consumption coping
responses such as changes in investment or devoting more time to a hobby.
• In secondary appraisals, individuals assess their coping self-efficacy to decide
whether they want to approach a pandemic stress dimension, avoid it, or use a
mixture of approach and avoidance consumption coping.
• A higher coping self-efficacy prompts individuals to use a higher proportion of
approach consumption coping and a lower proportion of avoidance consumption
coping and vice versa.
ITF- Transactional Theory of Stress and Coping (TTSC)

• The TTSC supports the mediating role of coping between stress and wellbeing
(Dawson and Golijani-Moghaddam, 2020; Shamblaw et al., 2021).
• However, this relationship will hold only if the coping is effective. The effectiveness
of both approach and avoidance coping in managing stress depends on the fit and
context (Lazarus and Folkman, 1984)
• Individuals reappraise their effectiveness after adopting a coping response.
• The higher the number of coping responses adopted, the higher the chances that
some of them will be effective (i.e., higher confirmation).
• Effective coping (higher confirmation) is positively associated with subjective
wellbeing.
 TTSC
Environmental Stimuli

Primary Appraisals

Positive Dangerous Irrelevant

Secondary Appraisal

Insufficient
Sufficient Resources
Resources
Avoidance Coping
Approach Coping

Reappraisal

Reappraise the adopted coping responses to

assess if they are effective in managing the
stress
ITF- Theory of Mental Incongruity (TMI)

• Although the S-O-R framework and the TTSC explain most of the consumption
coping adopted, some of the coping behaviors remain unexplained.
• An individual’s mental system consists of various standards and cognitions.
• The discrepancy between any standard and cognition forms incongruence in the
mental system. An attempt to reduce incongruence in one pair of standard and
cognition may increase incongruence in another pair of standard and cognition.
• Therefore, individuals form behavioral dispositions based on minimizing the
incongruence in the overall mental system.
TMI
ITF- Expectation Confirmation Theory (ECT)

• There are two reasons for the continuance intention of the adopted consumption
coping.
• One can be explained by the ECT, which assumes that post-adoption satisfaction is
a function of expectation and perceived performance (Bhattacherjee, 2001).
• Therefore, cognitive appraisal of the discrepancy between initial expectations and
perceived performance is the driver of continuance or discontinuance.
ECT
ITF- Theory of Consumer Value (TCV)

• The TCV can explain another reason for the continuance intention of the adopted
consumption coping.
• It identifies five consumption values that determine the consumer’s choice. They
are 1) functional, 2) social, 3) conditional, 4) emotional, 5) epistemic.
• While repetitively using the consumption coping, an individual may realize its
functional, social, emotional, or epistemic value and may want to continue it even
after the pandemic.
• Higher confirmation leads to higher functional, emotional, and social values, which
leads to continuance intention.
• For example, if an individual starts eating home-cooked meals as coping and finds
it hygienic, tasty, and healthy, they will decide to continue it even after the
pandemic.
TCV
 Transactional Theory of Stress and Coping (TTSC)
Theory of Mental Incongruity and S-O-R Theory

H1 Approach
H3 H5 Subjective
Consumption
Wellbeing
Coping
Pandemic
Induced Confirmation
Stress

H2 Avoidance
H4 H6 Continuance
Consumption
Coping Intention
H8
H7

Expectation Confirmation Theory and

Theory of Consumer Value
Coping
Self-
Efficacy

Figure 1: Research model with hypothesis and theoretical underpinning

Hypothesis
Development
 Stress and Consumption Coping
• We define approach consumption coping as any consumption and lifestyle change
adopted to counter the stressors and avoidance consumption coping as any
consumption and lifestyle change adopted to distract oneself from the stressor.
• Previous researches have demonstrated that people use both approach
consumption coping, and avoidance consumption coping during collective
tragedies, for instance, floods, pandemics, and earthquakes.
• Therefore, this study proposes that people who have high pandemic-induced stress
will try more approach and avoidance consumption coping.

H1: The higher the pandemic-induced stress, the higher the approach consumption
coping.
H2: The higher the pandemic-induced stress, the higher the avoidance consumption
coping.
 Consumption Coping and Confirmation

• Confirmation is defined as the perceived effectiveness of approach and avoidance

consumption coping to reduce pandemic-induced stress with respect to the initial
expectation.
• As per TTSC, after adopting the coping strategy, an individual reappraises its
effectiveness, which encourages him/her to replace the ineffective coping with other
available coping options (Cooper and Quick, 2017).
• This study assumes that higher the number of consumption coping options (both
approach and avoidance) adopted by an individual, the greater the likelihood that
he/she finds some of them to be effective.

H3: The higher the approach consumption coping, the higher the confirmation.
H4: The higher the avoidance consumption coping, the higher the confirmation.
 Confirmation and Subjective Wellbeing

• Subjective wellbeing is a broad term that encompasses the cognitive and affective
evaluation of an individual's satisfaction with life. (Diener et al. 2002).
• Personal goals are a part of the stress appraisal process in which a situation is
stressful if it poses a challenge or threat to the achievement of personal goals
(Carver and Scheier, 2008).
• Therefore, effective approach consumption coping is re-engagement with the goals,
which results in a greater purpose in life, enhanced life satisfaction, and increased
level of positive affect.
• Effective avoidance coping is disengagement from the unattainable goals, which
results in reduced levels of negative affect (Carver & Scheier, 2008; Wrosch et al.,
2011).
H5: The higher the confirmation, the higher the subjective wellbeing.
Confirmation and Continuance Intention
• Continuance intention is defined as the intention to continue some of the
consumption and lifestyle changes adopted to cope with the pandemic-induced
stress.
• Conditional value derived from coping leads to the repeated usage of effective
consumption coping during the pandemic. Repeated usage results in a behavioral
disposition (habit) toward that consumption (Wood et. al., 2005).
• Furthermore, consumers might realize the functional value of some consumption
coping strategies during the repeated usage period.
• there is evidence in support of the continuance intention of consumption coping,
such as financial prudence after a recession (Flatters & Willmott, 2009) and
technology adoption after a pandemic (Sheth, 2020).
H6: The higher the confirmation, the higher the continuance intention.
 Moderating Role of Coping Self-Efficacy
• As per TTSC coping self-efficacy is an essential basis for secondary appraisal and
choice of coping (Lazarus & Folkman, 1984).
• If the stressors are manageable, taking efforts to manage (approach consumption
coping) them is a better choice and, if found overwhelming, it makes more sense to
disengage oneself (avoidance consumption coping) to avoid potential failure and
depression (Carver & Scheier, 2008; Liu and Black, 2011).
• Whether the stressors are manageable or overwhelming depends on the
individual's coping self-efficacy (Liu and Black, 2011).
H7: Coping self-efficacy positively moderates the relationship between collective
tragedy-induced stress and approach consumption coping strategies.
H8: Coping self-efficacy negatively moderates the relationship between collective
tragedy-induced stress and avoidance consumption coping strategies
Study 1
Methodology
 Sample and Data Collection

• The objective of this phase is to explore the stressors during the COVID-19
and the various coping strategies applied by the people in India.
• The study was conducted in India from 25th march 2020 to 3rd May 2020.
Nationwide lockdown was declared from 25th march.
• Since the country is under lockdown it is difficult to conduct focus group
discussions (FGD) and detailed interviews (DI), so we need people to answer
open-ended questions digitally.
• We asked quantitative questions on how much people are worried due to
COVID-19 outbreak, followed by subjective questions stating reasons for
their level of worry.
 Sample and Data Collection 2

• To understand the variety of coping strategies

applied, we asked how they are preparing
themselves to face the pandemic.
• To complement it, we use an inventory of items
that they are buying more and an inventory of
activities they are spending more time on, as a
way to cope. The inventory is made from the
current news articles, surveys and literature.
• We used virtual snowball sampling method (i.e.,
use of social media platforms) to collect the
responses.
 Sample and Data Collection 3

• Use of social networking sites is useful in reaching hard-to-reach population,

expand geographical scope, and consequently increase the sample size and
representativeness (Baltar & Brunet, 2012)
• Moreover, snowball sampling is most useful in the conflicted environment – an
environment with lack of freedom, more suspicion and lack of trust (Cohen &
Arieli, 2011).
• Data collection process resulted in sample size of 1048 of which 931 were
useful.
• Participants of this study cover 23 out of 36 states and union territories, with
representation from 104 cities and towns.
Descriptive Statistics

Sample size - 931

Gender Male – 62% Female – 38%

HH Size 1 to 4 – 76% 4+ - 24%

Marital Status Married – 70% Unmarried – 30%

Income Less than 5lac – 43% More than 5lac – 57%

Age Up to 30 – 29% 30 to 45 – 43% More than 45 – 29%

 Analysis
• We use NVivo 12 Plus, a computer-aided qualitative data
analysis software to code qualitative questions.
• We completed two cycle of coding. In the first cycle, we used
theming codes for the ‘reasons of worry’ question and process
coding/action coding for ways in which participants are
preparing themselves.

• Theming coding is suitable if we want to use a phrase of

sentence to encapsulate a meaning of aspect described
differently by the respondents, while process coding is
suitable when we want to code for an observable activity or
conceptual action (Saldana, 2013).
• In the second cycle of coding we use pattern coding to
identify categories (Saldana, 2013).
Results
 Covid Induced Stress

Q Frankly speaking how worried are you about the

current pandemic?

50%
Economic
Impact
Stress
System
generated
stress
29%

7% 10%
3% Major reasons Health
of worries as and life
Uncertainty
stated by related
stress
people

Trauma
During the lockdown majority of the respondents are
worried and now the spread and its impact
increased.
 Economic Impact Stress (some verbatim)
I Concern is effect of this on our economy where many
people will be out of their jobs. Daily wage earners will be
most affected of the lot. Our company has also stop the pay
raise and hiring. The entire thing will going us to hit very
hard and the effects will be long term.

Worried about the financial state of the country and its

effect on stock market where many retirees like me may
have invested in mutual funds and the time it will take to
stabilize. Further how the country's growth will be in the
next few years what happens to performance of many front
line companies and its overall effect on employment and
country's growth factors like infrastructure manufacturing
etc
 System Generated Stress (some verbatim)
Health system will be crashed for other treatments. In-house
production capacity should be enhanced, but in short time how
much possible it is questionable.

There is no specific strategic layout plan. The government has

initiated lockdown but there are some loopholes, as most of the
affected population aren't able to adjust themselves for an
uncertain period of time

Worried about community transmission and how

well health facilities are equipped to handle
increase in cases

Moreover, lack of health infrastructure especially in states of Bihar, where a large number
of outbound workers are finding it difficult to respond to the government's initiatives and
meet their basic needs
 Health and Life Related Stress (some verbatim)
We are still meeting people vegetable sellers, grocers ,exchange of
money(notes), and got to know some people are house
quarantine near our society /locality. If there is any positive
case, this would unfold chances of many more people affected of
this deadly disease.

There is no control over its transmission, touch is

very dangerous and we are not sure from where we
can pick it. Community transmission is the
greatest threat.

As this Pandemic is world wide and no one knows to whom it will

affect. As well as it's symptoms are not visible at a earlier stage we
get to know about it after 14 to 15 days after the virus enters our
body so there is not enough time to cure the disease.
 Uncertainty (some verbatim)
The impact of this virus is great and uncontrollable. Its
the fear of the unknown
we are confused and worried what will happen next. When
will it end and when will things get normal.
Uncertainty and over exposure from social media. What effect
will be there on business and in how much time it will come on
track?

Everything is in a limbo. Schools, colleges, offices, banks

everything is closed and their opening and resumption is all
under cloud
Firstly, I am a bit cynical about how the pandemic may proceed over the next
few weeks - the lives it would take. Secondly, currently undergoing higher
education, I am worried about my plans for the future - job and career.
 Trauma (some verbatim)
People are dyeing and there is no vaccine and cure for it. On
top of all this there is an underlying possibility of a bio war.

In today's scenario many people lost their lives and their are still
thousands of people who are going through this disease.so it's a
case of being extremely worried.

Well, I feel this way because Corona is spreading all

over the world. It have destroyed and killed million of
people
Not sure how we will deal with the aftermath even of there
is little impact directly
Consumption Coping

Q
How have you prepared yourself to face this new challenge?

Measures
Spending only on essentials
Buying more to avoid going out often
Removed touch points not needed
Relying on home deliveries from store
Reduce consumption
Exercise and meditation
Buy goods with more shelf life
Increase work from home
Healthier and simpler meals
Consumption Coping 2

Q
Other than basic groceries, what else do you shop for more than what you’d usually do?

General supplements like Vitamic C, amla,

etc
Prescribed medicines 48%
Clothes and shoes
39% 40%
Disinfectants 36%
Hygiene products like sanitary napkins,
tissues, nappies, etc
Cleansing agents 22%
Toileteries 17%
Toilet paper 9%
4%

Total (931)
Consumption Coping 3

Q From the list of the following activities, which ones did you find yourself spending more time on, in this lockdown period compared
to earlier?

Trying out on cooking and learning

new dishes
Watching shows on TV Changes in the way office work
Chatting and reading social Hobbies Spending time on hobbies Increase Family time
media like WhatsApp, FB, Meditation/Prayer Exercise yoga and walks on terrace
Insta, etc Work out or yoga Watching shows and movies
Eating Time for Reading
Doing HH chores
Investing time on up skilling- Learning new
Relaxation Home Keeping kids engaged and busy things
and Reading books incl. novels engagement Spring cleaning Activities Talk with friends and family- audio, video call
entertainment and magazine Office work being done improved routine or maintained routine
Following the news on TV Spending time on laptop
Able to accomplish more
and newspaper Time spent in keeping kids engaged-
Talking on phone Time spent on meditation and prayer
Spending time on hobbies
Sleeping Increased social media time
Watching News
Spring Cleaning
Study 2
Measurement
Sample ,Data Collection and Analysis
• Twenty-three items of the pandemic-induced stress scale were derived
from the findings of study 1.
• for five dimensions of approach consumption coping and one dimension of
avoidance consumption coping were derived from study 1.
• Two dimensions of avoidance consumption coping, emotion regulation
consumption (Kemp, Kennett-Hensel, & Williams, 2014) and impulsive
buying (Sneath et al., 2009), were adopted from the literature.
• Scales for other constructs were adopted directly from the literature:
coping self-efficacy (Benight & Harper, 2002), subjective wellbeing
(Brunstein, 1993), continuance intention, and confirmation
(Bhattacherjee, 2001).
• All the items were measured using five-point Likert scales ranging from
"strongly disagree" to "strongly agree."
Questionnaire

Construct Items Based on

Covid Induced Stress 23 Qualitative and Literature
Approach Consumption Coping 22 Qualitative
Avoidance Consumption Coping 12 Qualitative and Literature
Confirmation 3 Literature
Continuance Intention 3 Literature
Subjective Wellbeing 10 Literature
Coping Self Efficacy 6 Literature

For detail questionnaire see appendix

Methodology
Sampling and Data Collection
• Objective of this phase of the study is to test the hypothesized model.
• Data collected in India from 25th June 2020 to 30th Sept 2020.
• We first stratified the population into states that were hit hard by the
pandemic and those that were not hit so hard.
• We then applied virtual snowball sampling using various social media
platforms and WhatsApp networks and tried to ensure representation from
both strata.
• A total of 1,215 usable responses were collected from the 26 states after
removing those with high levels of missing data.
States with high Covid-19 cases (Top 5)

State Cases
Maharashtra 1.06M

Andhra 567K
Pradesh

503K
Tamil Nadu

459K
Karnataka

312K
Uttar Pradesh
Descriptive Statistics
States based on Covid-19 cases
States which are hit hard 36.4%
States which are not hit as hard 63.6%
Gender
Male 39%
Female 61%
Income
0 to 5lacs 63.5%
5 to 10lacs 25.5%
10lacs+ 11%
Age
Below 30 42.4%
30-60 56.2%
>60 1.5%
Measurement
Model
Pandemic Induced Stress
• we conducted an exploratory factor analysis (EFA) on twenty-three stress
items, which provided five stress dimensions.
• Three items were dropped due to loadings <0.5.
• Next, we tested the factor structure of the scale using the methodology of
Bagozzi and Heatherton (1994).
• we tested two rival models total aggregation model (all items loaded on
pandemic induced stress) and total disaggregation of the second-order
model in which stress due to COVID-19 had five sub dimensions.
• Fit statistics total aggregation model : χ2 (170) = 2583.565, χ2/df =
15.197, CFI = 0.76, IFI = 0.76, RMSEA = 0.108.
• Fit statistics total disaggregation of the second-order model: χ2 (165) =
1276.4, χ2/df = 7.736, CFI = 0.90, IFI = 0.90, RMSEA = 0.074.
Pandemic Induced Stress -CMV
• To test the presence of CMV, we used marker variable technique (Malhotra
et. al, 2006).
• We utilized the positive affect factor obtained from the subjective wellbeing
scale (Brunstein 1993) as a marker variable as it had the least correlation
with the stress dimensions.
• We then calculated the adjusted correlation and its significance by using
the following equations:
•
• The least possible correlation of 0.003 was designated as rm, ru is the
unadjusted correlation and ra is the adjusted correlation.
• Minute changes were observed in the correlation (∆r < 0.07) suggested the
lack of CMV.
Other Constructs
• Previous research has operationalized consumption adjustment or coping
as a composite index (Lee et al. 2001; Liu and Black 2011).
• Since both approach and avoidance coping use multiple strategies, we
used a second-order construct to make the model theoretically
parsimonious (Gerbing and Anderson 1984).
• Moreover, the strategies are conceptually different and are not
interchangeable and are unlikely to covary. Nonetheless, the items in each
strategy are likely to covary. Hence, we used a second-order reflective–
formative construct to measure both approach and avoidance coping
(Jarvis et. al, 2003).
• The other constructs, subjective wellbeing, confirmation, and continuance
intention, were adopted from literature,
FINAL MODEL
Descriptive and psychometric properties of
operational measure
RESULTS

66
PATH MODEL

• The hypothesized model presented was tested using SmartPLS 3.0.

• We used a two-stage approach that was prescribed by Sarsted et al.
(2019).
• We found support for all the six hypothesized paths.
• But two moderation hypothesis were not supported.
PATH MODEL
Discussion & Contribution
• our study contributes to the stress coping literature by empirically
validating the positive impact effects of pandemic-induced stress on both
approach consumption coping (0.52) and avoidance consumption coping
(0.21).
• We identified five types of approach consumption coping strategies and
three types of avoidance consumption coping strategies.
• We found both approach and avoidance consumption coping effective in
managing pandemic-induced stress. Unlike, recent studies (Dawson &
Golijani-Moghaddam, 2020; Shamblaw et al., 2021) which reported only
approach coping is effective and avoidance coping is ineffective in
improving subjective wellbeing.
• Our research also provides empirical support for the impact of effective
approach and avoidance consumption coping, on the intention to continue
the lifestyle and consumption changes adopted.
Discussion & Contribution
• Our study contributes to the field both by identifying the consumption
coping used by people during a pandemic and by employing ECT and the
theory of consumer value to predict the continuance intention and
subjective wellbeing.
• our study has developed a scale to measure stress due to the Covid-19
pandemic. This scale is conceptualized as a second-order five-dimensional
construct, with its psychometric properties empirically established using a
measurement model.
Managerial Implication
• Our studies found that stress due to the pandemic is multifaceted and
that almost everyone is stressed in one way or the other. Companies need
to launch marketing activities with empathy, hope, and expression of
gratitude toward the frontline workers, who are protecting us.
• Given our findings of approach coping strategies, reducing touchpoints is
of great importance, will result in a shift toward digital channels for
various product and service categories.
• Companies need to realign every aspect of their business model to suit the
digital channels. This initiative is necessary to ensure that the customer
experience in every channel represents brand values. Firms also need to
test the stability and scalability of their digital infrastructure and
platforms.
Managerial Implication
• We found that economic stress is one of the major stress factors that will
result in a higher financial prudence by consumers. Consumers will be
more price sensitive and will buy only essentials. Managers need to
provide temporary price cuts to gain more market share and position their
product as utilitarian.
• People are adopting immunity-boosting measures and preventive coping
strategies, which result in increased sensitivity toward health and hygiene.
Marketers can leverage by adding health and hygiene features to their
products or by introducing new products.
• Our studies found enduring changes in the consumer behavior. Managers
need to integrate these changes in their product and promotion strategies.
Attenuating products or launching new ones that cater to the changing
needs of the customers will help brands retain their market share.
Paper Status
• Dash, S.B., Jain, A., Dey, L., Dasgupta, T., Naskar, A., Factors Affecting
Usage Experience of Contact Tracing App during Covid19: An Aspect
Based Sentiment Analysis of User Generated Review. Behaviour
Information Technology. (ABDC A)
• Jain, A., Dash, S.B., Experience from E-Government Services: A Topic
Model Approach.IIM Kozhikode Society & Management Review (ABS 2)
• Jain, A., Dash, S.B., & Malhotra, N., Consumption Coping to Deal with
Pandemic Stress: Impact on Subjective Wellbeing and Shifts in Consumer
Behavior. European Journal of Marketing. (ABDC A*) – Conditional Accept
• Jain, S., Jain, A., A Framework to Assess Privatization Potential of Public-
Owned Airports. Case studies on transport policy. (ABDC C) – Resubmitted
after 2nd Review
THANK YOU
I am happy to answer your questions
Responses to
Reviews

75
Review 1
Chapter 1 - The introduction section although introduces readers to
Introduction the problem being investigated. However, the
positioning of the research needs to be improved.
Hence, a revisit of the section is important. This can be
done in ways by improving arguments, such as on
Page no. 7 – Last paragraph in the choice of context
section, the statement “The present study was
conducted in India, which is one of the most Covid-19
affected countries”, some discussion around the time
line of this research and active Covid-19 cases during
that time can strengthen this argument.
To better position the paper following changes are
made
1. Motivation behind the study section (Page no.
5) is now updated to provide more emphasis on
how stress from collective tragedy is different
from other personal tragedies. And the focus of
literature is mainly on personal tragedy so far.
Also how Covid-19 being the biggest collective
tragedy of the century provides the unique
window to study this phenomenon.
2. The choice of context section on the last
paragraph Page no. 7 is now updated to
include the timeline of data collection of both
the phases and covid situation that time in the
country.
 Review 2
Chapter 2 : Review of literature available that discusses an aspect We have now included the available literature of consumption
Literature of the problem under investigation needs to be coping in the collective tragedy space on page no. 18 paragraph 2.
Review strengthened. For example on page no. 19, the Table 2
A theory is included in the framework only if it advances an
provides some details of literature on consumption
argument for explaining the relationship between the constructs of
coping during life events which of these literatures is
interest. For example, coping to deal with stress can be explained
for collective tragedy. Giving Collective specific
by various theories, including control theory. But we use the S-O-R
literature will be useful. Alongwith some discussion
theory, which explains automated consumption coping responses,
that proposes theoretical underpinning is without
the TTSC, which explains reasonable responses, and the TMI,
sufficient justification. Students should argue and
which explains the adoption of unreasonable consumption coping
justify why is theory of social cognition relevant to
responses. Adding control theory or protection motivation theory
coping responses?  Justification of the selection of
doesn’t advance the argument for this study any further. Therefore,
theory is also important while explaining why other
they are omitted.
theories like control theory that explains the person's
need to re-establish equilibrium that has been  
disrupted due to the stressful events (Covid-19) cannot
The social cognition theory was used to explain the moderating
be considered. The authors cite several articles on
role of coping self-efficacy between pandemic-induced stress and
stress and mentions the need for control as
consumption coping relation. A more clear easy to comprehend
explanation for coping, but there is no mention or use
synopsis what are the central assumptions of the theory, argument
of this theory. Justification is needed.
advanced by the theory, argument advanced by the theory for this
  research and hypothesis supported by the theory are presented in
Table 3.
 Review 3
Chapter 3 : In all, a total of 12 hypotheses have been put forth by this study. Several of the People employ a bunch of coping strategies,
Hypothesis hypotheses, including H1 and H2, make opposite predictions. Hence, it is including both approach and avoidance
Development important for student to reflect on what is expected i.e. an increase in both consumption copings in different proportions.
approach and avoidance coping strategies? As we get to later hypotheses, both
We have proposed in H1 and H2 that when
H1 and H2 are proposed to have moderators – H7 and H8 hypothesize that
stress is higher, both approach and avoidance
Coping Self-Efficacy will moderate the paths identified in H1 and H2. Based on
consumption coping will be higher. However, in
the progression of these hypotheses, it would appear that H7 and H8
H7 and H8, we have proposed that if the coping
supersede H1 and H2. There are particular conditions where reader will expect
self-efficacy is higher, people will increase the
to see approach strategies employed and alternate conditions and expects to
proportion of approach consumption coping.
see avoidance strategies.
The study didn’t claim that people choose either
  approach or avoidance consumption coping;
therefore, the hypotheses are not opposite to
All four of these mediating hypotheses are essentially summary hypotheses of
each other.
the overall model shown in Figure 1. While I would certainly recommend testing
for mediation (which you show evidence of in the results of Study 2), I'm not  
sure any of these four hypotheses are necessary. Twelve hypotheses are a lot
We agree with your comment and reasoning.
of hypotheses, and these last four are really just stating that you think the
Accordingly, we have dropped H9 to H12. It has
intervening variables in your model, i.e., coping strategy choice and whether it
no material impact on our contribution as these
works or not, are necessary for the stressor to display an impact on well-being
hypotheses are embedded in H3 & H5 as well
and/or habit formation (the two dependent variables in the overall model). The
as H4 & H6. The mediation analysis has been
model, as shown in Figure 1, proposes this set of relationships by itself. Please
shown in the results section in Table 16.
update the thesis accordingly.
Review 4
Chapter 4: In the Questionnaire of quantitative
Methodology study variable measurement of
behaviors is not clear. Some reflect
change in relation to previous habits,
but other measures are not relative.
Please explain.
For most people, the coping variables,
which were already part of everyday life
before the pandemic, are taken as
relative, e.g., using social media. And
the variables not so normal in daily life
are not taken as relative, e.g., taking
home remedies for boosting immunity.
The authors took the call to keep the
questionnaire simpler for the Indian
audience.
 Review 5
Chapter In describing the The platform used for qualitative study is Facebook, in which a large proportion of users in India are male
5: sample (“Number of Facebook users in India—by age and gender 2018,” 2022)
Results characteristics for
Also, they have higher education and higher income (“User Demographics of Each Social Media
quantitative study,
Platform,” 2020)
the gender
composition is the Number of Facebook users in India - by age and gender 2018. (2022). Retrieved from
exact opposite of https://www.statista.com/statistics/717615/india-number-of-facebook-users-by-age-and-gender/
that found in #:~:text=Number of Facebook users in India - by age and gender 2018&text=About 74 million men and, of
qualitative Study. the social media platform. Text=With over 1.3 billion people, of 28.2 years in 2020.
Is there a reason
User Demographics of Each Social Media Platform. (2020). Retrieved from
for this difference?
Was a different https://socialmediadata.com/user-demographics-each-social-media-platform.
mechanism used
for collecting data? Sample characteristics for qualitative study therefore are consistent with the platform’s user statistics. But
for study 2, we have to use multiple social media platforms and our WhatsApp networks to achieve the
Please address
these issues with required sample size. Therefore, we still couldn’t explain the gender composition achieved for study 2.
justification  
supported from
previous research
studies.
Review 6

Chapter 6: Express more convincingly what is the Contribution section of pandemic induced stress
Discussions contribution from COVID-19 specific pandemic scale on Page no. 105 is updated to highlight
Implications and stress scale. eg., how more valid or relevant the robustness of pandemic induced stress
Contributions will be our knowledge from using that scale scale developed in this thesis.
versus others?
 
Another drawback of this study is the
We agree with the reviewer. Changes may or
assumptions made about changes, whether
may not be permanent. Many of the changes
the change is lasting or short term. This is
can go back to previous levels. Behaviours
important because many of the managerial
which now changed may also come back as
implications assume permanent changes in
hobbies (Sheth, 2020).
consumer habits, while the changes
measured may be temporary. There is no Therefore, we have made the changes in the
certainty that consumers will not go back to thesis (enduring changes instead of permanent
their previous habits after the pandemic, in shifts).
part because the measures were taken during
 
the pandemic, not after it was over.
Descriptive and psychometric properties of
operational measure
Descriptive and psychometric properties of
operational measure
Descriptive and psychometric properties of
operational measure
Descriptive and psychometric properties of
operational measure
Descriptive and psychometric properties of
operational measure
Descriptive and psychometric properties of
operational measure
Descriptive and psychometric properties of
operational measure