Influence of consumer anxiety on preference for self-improvement products

Purpose Consumers frequently grapple with anxiety stemming from diverse sources, and it remains unclear which products they gravitate toward to assuage this anxiety. This study seeks to ascertain whether consumer anxiety correlates with an increased preference for self-improvement products. Design/methodology/approach This study used three psychology between-group experiments. Findings It was observed that anxious consumers exhibit a stronger inclination toward self-improvement products in comparison to their non-anxious counterparts. Furthermore, self-focus emerges as a mediating factor in the relationship between anxiety and preference for self-improvement products. Moreover, individuals with high self-affirmation levels demonstrate an augmented preference for self-improvement products subsequent to self-focus. Research limitations/implications This study enriches the research on preferences for self-improvement products. While existing studies have emphasized the emotional aspects of consumer preferences for self-improvement products, there has been limited research from the perspective of consumer anxiety. In an era of widespread anxiety, the question of whether anxious consumers will become more resilient remains unanswered. Therefore, this study focuses on consumers experiencing anxiety and explores their preferences for self-improvement products, providing a theoretical basis for understanding the types of products favored by this group. Practical implications This study furnishes novel insights for businesses seeking to address consumer anxiety through strategic product offerings. Companies can target easily anxious consumer groups (e.g. young and middle-aged individuals aspiring for success) with expanded marketing activities for self-improvement products, aiding consumers in managing this emotion. In specific marketing strategies, companies should promote more self-affirmation cues to facilitate consumers’ acceptance of self-improvement products. Social implications Given the significant changes in various aspects of society, such as education employment retirement and healthcare, people are more likely to have state anxiety about spheres of life such as education employment, pensions, medical care and other issues, which would affect their consumption preferences and decision-making. Originality/value This research contributes to the existing body of literature on consumers' preferences for self-improvement products. Prior studies have primarily centered on the emotional dimensions underlying consumers’ choices of such products, yet investigations from the lens of consumer anxiety remain relatively scarce. In a time when anxiety is prevalent in society, it still remains unclear whether consumers grappling with anxiety can develop greater psychological resilience. Against this backdrop, the present study targets anxiety-stricken consumers and probes into their preferences for self-improvement products, thereby laying a theoretical foundation for identifying the product categories that hold particular appeal for this specific consumer segment.