Unpacking the relationship between stress and spicy food consumption: exploring the role of appetite and expressive suppression

This study examines the impact of stress on spicy food consumption (SFC) through changes in appetite and the moderating role of expressive suppression. Drawing on the transactional model of stress and coping, we surveyed 553 consumers of spicy food and analyzed their responses using partial least squares structural equation modeling with SmartPLS (version 4.0). Both stress-induced appetite gain and loss increase SFC, revealing a bidirectional influence that previous studies have often overlooked. Additionally, expressive suppression intensifies the impact of appetite gain on SFC, highlighting the important role of emotion regulation in shaping specific food preferences. Beyond insights into consumer attitudes, this study also has strategic implications for marketers of spicy foods. We propose differentiated product innovations, such as stress-relief spice kits and mood-enhancing spicy beverages, tailored to varying appetite states. Our findings inform targeted brand messaging and product positioning, thereby enhancing relevance for consumer segments defined by stress-coping and emotional regulation styles, as presented in a stress – appetite – spice marketing matrix.