Media and anxiety in consumer behavior and its effect on decision making during turbulent situations

This study examines how media-induced anxiety amplifies perceived disruptions, impacting consumers' ontological security and adaptive behavior during prolonged economic crises in Puerto Rico. Grounded in Coping Theory and Ontological Security Theory, this study addresses gaps in the understanding of the emotional and cognitive effects of media narratives on consumption patterns. Using PLS-SEM and IPMA to analyze data from 646 surveys, a sample that exceeded the minimum requirement of 385 participants revealed that media narratives intensify perceived threats, destabilize consumers' ontological security, and prompt adaptive responses in areas such as entertainment and investments. This study highlights the moderating role of personal economic conditions and provides theoretical contributions by extending existing frameworks. Practical implications emphasize the importance of transparent communication strategies to reduce anxiety and support resilient decision making, offering a comprehensive view of consumer behavior in turbulent economic contexts.