The influence of fear on consumers' experiential consumption preferences during public health crises: Testing multiple mediation models

Abstract

Previous research showed an association between fear during public health crises and altered consumption behavior, However, the impact of fear on experiential consumption preference remains largely unexplored. This study examined how fear induced by the public health crisis influences individuals' psychological states, cognitive processes, and experiential consumption preferences. A total of 451 respondents from diverse risk cities across China participated in online surveys. The results revealed that: (1) Although COVID‐19 constrained many forms of consumption, fear paradoxically fostered a greater preference for experiential consumption; (2) Fear indirectly affected the preference for experiential consumption through the mediating roles of meaning in life and choice overload; (3) Fear prompted a heightened inclination towards searching for meaning. Notably, the presence of meaning served as the primary mediator in the impact of fear on experiential consumption preference. These findings provide valuable theoretical implications for understanding how fear affects experiential consumption during public health emergencies.