INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XIV November 2025| Special Issue on Management  
From Fear to Choice: An Exploratory Analysis of Pathological Health  
Anxiety Consequences on Consumer Behavior  
Nadia Sfar., Ons Baati  
Department of Marketing, University of Monastir, Tunisia  
DOI: https://dx.doi.org/10.47772/IJRISS.2025.914MG00242  
Received: 01 December 2025; Accepted: 08 December 2025; Published: 19 December 2025  
ABSTRACT  
Addressing a topic rarely discussed in marketing, this research aims to explore the consequences of health  
anxiety (HA) on consumer behavior. An exploratory qualitative study was therefore conducted with 12 Tunisians  
suffering from pathological anxiety about their health. A thematic content analysis reveals that health-obsessed  
individuals either opt for approach behaviors such as healthy nutrition and lifestyle, or avoidance behaviors.  
Managerial recommendations are proposed to marketers in order to target this particular niche of consumers.  
Keywords: Consumer Behavior; Health Anxiety; Approach Behaviors; Avoidance Behaviors  
INTRODUCTION  
Following World War II, the study of consumer behavior became increasingly shaped by psychological  
frameworks. These perspectives began to treat consumers as complex individuals motivated by a blend of  
rational calculation and subconscious drivers. Foundational contributions from scholars like J. Horstley Smith  
and S. Levy, alongside the psychoanalytic tradition of Freud, significantly influenced marketing thought.  
Concurrently, the rise of cognitive psychology further refined these theories by foregrounding the internal  
processes—thoughts, emotions, and decision-making heuristics—that guide purchasing decisions (Leonov et al.,  
2023).  
It is within this psychological paradigm that health anxiety has emerged as a salient area of inquiry for both  
psychologists and marketing scholars. The recurring prevalence of global health crises (e.g., COVID-19, avian  
flu, swine flu) and food safety scandals (e.g., concerning GMOs or pesticide residues), coupled with rising rates  
of chronic illnesses such as cancer, obesity, and diabetes, has intensified public psychological discomfort. This  
manifests as a specific anxiety related to the fear of illness, formally termed Health Anxiety (HA) (Mazhari et  
al, 2022; Luo et al., 2022; Yalçın et al., 2024).  
Recent scholarship in psychology and marketing conceptualizes HA as existing on a spectrum of severity and  
chronicity (Hitchcock & Mathews, 1992; Taylor et al., 2008). Bridou and Aguerre (2011) delineate its two  
extremes: normal (or circumstantial) HA and pathological HA. Normal HA is described as a common, transient  
psychological reaction involving moderate fears about one’s health, often triggered by situational factors like a  
pandemic (Bareket-Bojmel et al., 2021). In contrast, pathological HA is a more severe, persistent condition  
characterized by enduring health-related worries and preoccupations with having or contracting a serious disease  
(Taylor & Asmundson, 2004).  
While normal HAhas been extensively examined, its pathological variant has been studied predominantly within  
clinical psychology (Langlois et al., 2007) and remains largely underexplored in marketing literature. This  
research seeks to address this gap by integrating psychological and marketing perspectives to develop a more  
nuanced understanding of the behavioral consequences of this acute psychological state.  
Prior studies have often examined the antecedents of severe HA—such as perceived food risk or general stress—  
in isolation from its consequential behaviors, like the purchase of organic products or use of healthcare services.  
The present study aims to focus on consequences by investigating the outcomes of pathological HA on  
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consumption behavior. Specifically, it seeks to illuminate the adaptive approach (e.g., proactive health  
management) and avoidance behaviors that individuals adopt in response to this anxiety.  
Consequently, this study is guided by the following research question: How does pathological health anxiety  
influence consumer behavior? The primary objective is, therefore, to identify this severe anxiety and to  
elucidate the distinctive consumption patterns of individuals who experience it.  
LITERATURE REVIEW  
Health anxiety is a psychological condition arising from a combination of intrinsic personality factors and  
external environmental influences. This condition has a demonstrable impact on consumer behavior. This section  
synthesizes prior research from psychology and medicine concerning the concept of HA, with particular focus  
on its determinants and behavioral consequences.  
Pathological Health Anxiety: Definition and Conceptual Forms  
While the concept of HA is rapidly gaining traction within psychological literature, its application in marketing  
research remains, to our knowledge, notably limited.  
A general consensus exists among psychological researchers in defining HA. Central to this understanding is a  
preoccupation with the fear of contracting a serious disease. Lucock and Morley (1996, p. 136)1 define it as  
"health-related concern in the absence of illness or excessive worry when there are some symptoms of illness."  
Similarly, Asmundson, Taylor, and Cox (2001)2 conceptualize it as fears related to health and the belief that one's  
physical well-being is under threat.  
This anxiety is considered pathological when it reaches a level of intensity and persistence that causes significant  
distress and functional impairment for the individual (Bridou & Aguerre, 2011; Welch, Carleton, & Asmundson,  
2009). Pathological HA primarily manifests in two distinct clinical forms: hypochondria and nosophobia.  
Hypochondria is characterized by "a preoccupation with the fear or belief that one has a serious illness, based  
on an erroneous interpretation of several physical signs or symptoms" (American Psychiatric Association,  
1994)3. Nosophobia, or the specific phobia of a disease, consists of "an irrational fear of contracting a disease"  
(Lejoyeux, 2005, p. 251).  
It is important to distinguish between these two forms, as detailed by Lejoyeux (2005). The primary differences  
are summarized in Table 1 below.  
Table 1: Distinction Between Nosophobia and Hypochondria  
Nosophobia  
Hypochondria  
Nosophobes fear contracting a disease they Hypochondriacs are preoccupied with a disease they believe is  
do not have. already present; they are convinced they are ill.  
Individuals with disease phobia do not check Hypochondriacs consistently check their health status. They  
their health status but rather avoid what they seek contact with healthcare providers to alleviate their  
perceive as risk factors.  
anxiety.  
Pathological Health Anxiety: A Review of Foundational Psychological and Medical Research  
The psychological and medical literature provides a detailed examination of the mechanisms and manifestations  
of pathological HA. The work of Frédéric Langlois (2002; 2006; 2007) has been particularly influential in  
1 Lucock & Morley, 1996 cited by James & Wells, 2002.  
2 Asmundson Taylor & Cox, 2001 cited by Hadjistavropoulos & Lawrence, 2007.  
3 Cité par Langlois, et al., 2007  
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delineating the complex cognitive and behavioral processes involved. His research identifies several core  
components, including intolerance of uncertainty, cognitive avoidance, an overestimation of the utility of  
worrying, compulsive reassurance-seeking, somatosensory amplification, anxiety sensitivity, and entrenched  
beliefs about illness. This view is echoed by Brady and Braz (2025), who conceptualize HA as a multifaceted  
psychiatric issue, where these interdependent psychological facets collectively impact various dimensions of a  
patient’s life.  
Research on the behavioral consequences of this anxiety reveals a pattern of active coping and information  
management. Individuals experiencing significant HA are consistently found to engage in heightened  
information-seeking behaviors (Gong et al., 2023; Warwick & Salkovskis, 1990; Hadjistavropoulos, Craig, &  
Hadjistavropoulos, 1998; Owens et al., 2004; Eastin & Guinsler, 2006). Furthermore, this anxiety often  
motivates proactive disease prevention strategies. Key behavioral adaptations documented in the literature  
include adherence to specific diets, increased physical exercise, stress management practices, and the avoidance  
of substances like alcohol and tobacco (Hadjistavropoulos & Lawrence, 2007; Langlois et al., 2007; Eastin &  
Guinsler, 2006).  
Exploratory Qualitative Research  
Given the nascent state of marketing research on pathological health anxiety, an exploratory qualitative approach  
is warranted. This study aims to investigate this significant psychological condition, clarify its precipitating and  
perpetuating factors, and elucidate its impact on consumer behavior.  
Methodology and Sample Description  
An exploratory qualitative study was conducted using semi-structured interviews. Participants were selected  
based on exhibiting moderate to high levels of health anxiety. To identify eligible individuals, we administered  
the Health Anxiety Scale, a 19-item instrument developed by Pelletier et al. (2002), (see Appendix 1).  
Respondents scoring highly on this scale were invited to participate. The final sample size of 12 informants was  
determined by the principle of theoretical saturation. The demographic and psychographic profile of the  
respondents is detailed in Appendix  
Interview Guide Structure  
The interview guide was structured according to the four-phase framework recommended by Giannelloni and  
Vernette (2012):  
Introductory Phase: The study objectives were presented, the interview conditions were explained, and  
the informant provided a brief personal introduction.  
Topic-Centering Phase: The discussion opened with the informant's general opinions on the recurrence  
of diseases, modern food systems, and health in a broader societal context.  
In-Depth Phase: This core section explored two primary themes: (a) the perception of excessive health  
anxiety, and (b) its subsequent effects on consumer behavior.  
Concluding Phase: Key points were summarized, the informant's final perceptions of health anxiety were  
solicited, and they were thanked for their participation (the full guide is provided in Appendix 3).  
All interviews were audio-recorded and transcribed. The resulting textual corpus was analyzed using thematic  
and lexical content analysis, facilitated by Sphinx IQ3 software.  
RESULTS AND DISCUSSION  
Thematic analysis of the interview data illuminated a range of consumer behaviors linked to health anxiety. The  
identified themes were informed by, and derived from, prior theoretical and empirical research in both  
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psychology and marketing. This analysis reveals a significant interaction between psychological distress—  
specifically pathological health anxiety—and consumer decision-making processes, particularly within health-  
related domains.  
Consequences of Pathological Health Anxiety  
Lexical analysis (Appendix 4) reveals the following dominant themes in participant discourse: product, organic,  
research, information, and food. As detailed in Appendix 8, the primary behavioral consequences reported by  
interviewees bifurcate into two distinct coping strategies: approach and avoidance.  
This dichotomy aligns with established literature positing approach and avoidance as the two principal  
mechanisms for managing health-related distress (Hadjistavropoulos et al., 1998). The approach strategy is  
characterized by excessive reassurance-seeking and compulsive information gathering about health risks,  
serving as an attempt to reduce uncertainty and regain a sense of control (Baumgartner & Hartmann, 2011).  
Conversely, the avoidance strategy manifests as mistrust of health authorities, reluctance to pursue medical  
treatment, and the active rejection of health-related information. Notably, few studies have concurrently  
examined both mechanisms, despite their profound influence on consumer decision-making, risk perception, and  
adherence to health recommendations (Jones et al., 2020).  
We analyze these behavioral categories below according to their prevalence, with supporting respondent  
verbatims summarized in Appendix 7.  
Approach Behaviors  
Preference for Healthy, Authentic, and Natural Food: A significant proportion of respondents adopted proactive  
dietary changes to manage anxiety, prioritizing the consumption of healthy, authentic, and natural foods. This  
corroborates findings that high health concern predicts a preference for organic, unprocessed, and functional  
foods over conventional alternatives to mitigate perceived risks (Cox & Koster, 2022; Nguyen & Phan, 2022).  
Such behavior can be understood through the Health Belief Model, wherein individuals undertake preventive  
actions based on perceived susceptibility and severity (Rosenstock, 1974), reflecting an effort to control threats  
and adopt a healthier lifestyle.  
Information Seeking and Evaluation: Cited by 75% of respondents, this involves motivated acquisition of  
information on maintaining health and preventing disease (Soroya et al., 2024). Anxious individuals rely on  
multiple sources: online information (Eastin & Guinsler, 2006; Bouche & Migeot, 2008); advice from doctors  
and professionals (Langlois et al., 2006; Bridou & Aguerre, 2011); input from family and friends (Mitchell &  
McGoldrick, 1996); nutrition labels (Fischler, 2001; Gurviez et al., 2008); and, to a lesser extent, sales staff  
(Mitchell & Greatorex, 1990, cited in Mitchell & McGoldrick, 1996).  
Reassurance-Seeking: Defined as "a force, created by a psychological imbalance, resulting from an awareness  
of the impossibility of solving a problem without resorting to reassurance factors" (Gallen, 2001, p. 475), this  
need drives consumers with HSA to frequently consult healthcare professionals, family, and friends to alleviate  
health-related doubts (Langlois et al., 2006; Yangui & El Aoud, 2015), underscoring the critical role of social  
and professional networks in managing anxiety.  
Physical Activity: Respondents viewed exercise as a powerful tool for alleviating health anxiety, providing a  
positive distraction that promotes well-being and diverts attention from health concerns (Mhindru et al., 2023).  
More broadly, it is seen as a means to reduce stress, improve mood, and enhance overall health (Leventhal et al.,  
2016), suggesting a turn to fitness for both physical maintenance and anxiety management.  
Engagement in Restrictive Diets: To exert control and prevent illness, individuals adopt strict dietary regimens,  
avoid perceived harmful foods (e.g., sugars, fats, processed items), and meticulously analyze nutritional content.  
This leads to close scrutiny of labels for certifications (e.g., "organic," "pesticide-free") and a preference for  
"pure" options like gluten-free or low-sugar foods, driven by fear of additives and preservatives (Hanganu-  
Bresch, 2020; Di Crosta et al., 2021).  
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Stress Management: Managing stress is seen as a way to modulate behavior toward greater rationality, reducing  
anxiety's impact and improving well-being. Consequently, individuals may engage more with wellness trends,  
including mindfulness apps, stress-reducing supplements, and alternative medicine (Leventhal et al., 2016),  
though consumption of health content on social media can paradoxically reinforce anxiety (Yalçın et al., 2024).  
Spirituality and Meditation: Incorporating practices like prayer or meditation helps some individuals reduce  
anxiety by fostering a connection to a higher purpose, promoting perspective, acceptance, and inner peace. This  
aligns with findings on death anxiety, where such practices serve as a coping mechanism by providing a sense  
of control and meaning (Partouche-Sebban et al., 2021).  
Avoidance Behaviors  
Seven respondents reported avoidance tactics to escape anxiety-provoking situations or thoughts, a behavior  
linked to psychological vulnerability.  
Distraction from Negative Thoughts: This involves avoiding anxiety-inducing triggers, such as medical  
appointments, for fear of bad news and to preserve psychological equilibrium. While reducing immediate  
distress, this avoidance can exacerbate long-term health risks (Knowles & Olatunji, 2020).  
Denial of Risk: A defensive reaction wherein individuals refuse to acknowledge health threats, manifesting as  
symptom minimization, ignored medical advice, or unfounded belief in wellness despite discomfort. This can  
critically delay necessary interventions (Byrne, 2008).  
The Moderating Role of Gender and Age  
Literature indicates women express greater health concern than men (Loisel & Oble, 2001; Bridou & Aguerre,  
2011). Our findings (Appendix 7) show both genders adopt coping behaviors, but women exhibit a stronger  
tendency toward avoidance. Age also moderates HSA, with anxiety generally increasing with age (Bridou &  
Aguerre, 2011). Our data (Appendix 8) suggest individuals aged 40-50 are more likely to employ approach  
coping, while those over 50 favor avoidance strategies.  
Based on these results, we propose the conceptual model presented in Figure 1.  
Figure 1: Proposed Conceptual Model  
Managerial Implications  
Understanding the behaviors of consumers with pathological health anxiety (HA) offers significant strategic  
value for producers, marketers, and distributors. The integrated model above illustrates the key consequences of  
HA, moderated by demographic control variables: Gender and Age.  
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For Producers: The primary objective is to develop products that align with heightened safety and health  
expectations. This can be achieved by formulating products with natural, health-promoting ingredients and  
innovating within the functional food sector to address specific consumer concerns.  
For Marketers: HA should be leveraged as a key psychographic segmentation criterion. Marketing strategies  
must: Promote well-being benefits through attractive packaging and explicit nutritional information. Develop a  
reassuring communication strategy built on transparency, authenticity, and scientific credibility. This involves  
utilizing expert endorsements, clear labeling, and educational content to build trust. Frame messaging positively  
to counter mistrust in institutions, emphasizing empowerment and well-being rather than fear. Persuasive appeals  
can be strategically balanced between: Threat-based messages outlining health risks, and Adaptation-based  
messages highlighting product benefits and functionalities (Bartikowski et al., 2019; Sun et al., 2022). By  
grounding strategies in the behavioral responses to HA, companies can foster deeper consumer trust and long-  
term engagement.  
For Distributors: Two strategic alternatives exist: (1) Specialization: Cater exclusively to this segment by  
operating a specialized store dedicated to functional and organic products. (2) Integrated Store Optimization:  
Adapt existing retail spaces to accommodate HA-driven behaviors through: Strategic placement of functional  
products, dedicated organic product sections, hosting tasting events with nutrition specialists to explain health  
benefits, and training sales staff in nutrition to provide informed customer advice and explanations.  
CONCLUSION  
This study proceeds from the observation that contemporary consumers – regardless of their personal health  
status – increasingly demonstrate elevated anxiety regarding their health and well-being, manifesting in highly  
discerning and demanding food consumption choices. When such a psychological state becomes persistent, it  
may escalate into pathological health anxiety. The present research represents an effort to understand the  
outcomes of this significant psychological condition on consumer behavior.  
The work offers a meaningful theoretical contribution, as the concept of pathological health anxiety remains, to  
our knowledge, underutilized within marketing literature. Moreover, it addresses an inherently interdisciplinary  
subject, intersecting the fields of psychology, sociology, nutrition, and marketing.  
However, this study is not without limitations. The primary limitation stems from its cultural context; the  
research was conducted within a predominantly Muslim country where a high degree of spirituality may serve  
as a moderating factor for health anxiety. However, the study's value lies in its capacity for analytic generalization  
or transferability. Replicating this study in alternative cultural contexts with different belief systems would  
enhance the generalizability of the findings. Additionally, by focusing specifically on consumers experiencing  
pathological health anxiety, the sample size was necessarily limited. The relative homogeneity in participant age  
further constrains the diversity of perspectives on the phenomenon under investigation.  
Future research should explore the determinants (drivers) of pathological health anxiety. It would also be  
valuable to identify which antecedents are most predictive of anxiety in relation to specific consumption  
behaviors. In addition, examining the varied impact of health anxiety on consumer behavior toward specific  
product and service categories is equally interesting. A particularly fruitful avenue would be a comprehensive  
study that simultaneously examines the antecedents and consequences of pathological health anxiety, aiming to  
establish causal relationships between specific triggers and discrete behavioral outcomes, such as the purchase  
of specialized health products or the utilization of particular healthcare services.  
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35. Yalçın, İ., Boysan, M., Eşkisu, M., & Çam, Z. (2024). Health anxiety model of cyberchondria, fears,  
obsessions, sleep quality, and negative affect during COVID-19. Current Psychology, 43(9), 8502-8519.  
https://doi.org/10.1007/s12144-022-02987-2  
36. Yangui, W., & Hajtaïeb El Aoud, N. (2015). The need for reassurance and modern food consumption :  
An exploratory study about the role of perceived product traceability. British Food Journal, 117(2), 880-  
893.  
APPENDICES  
Appendix 1 : Health Belief Questionnaire (Pelletier et al., 2002) :  
Please indicate to what extent each of the following statements applies to you (from 1: does not apply at all to 5:  
applies extremely well).  
- Even if I take care of myself, it is easy to get sick.  
- If I hear about a disease (through the media or a friend), I may develop it myself.  
- Being healthy means having no physical problems.  
- I am more prone to illness than most people.  
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- Just seeing someone with an illness is enough to make me sick too  
- It is always possible to prevent illness  
- Illness always leaves lasting effects  
- It is my fault if I get sick  
- All illnesses have serious consequences  
- If I take good care of myself, I can avoid all illnesses  
- Being healthy means having no symptoms  
- Any illness can lead to death if it lasts too long  
- Just thinking about illness can trigger it  
- By taking a lot of precautions, it is possible to avoid all health problems  
- My body is vulnerable to most illnesses  
- If illness is not treated quickly, the consequences can be disastrous  
- Simply reading or learning about illness in books can cause it to appear in me  
- Being healthy means having no discomfort  
- I feel entirely responsible for the illnesses that affect me.  
Appendix 2 : Sample Description  
Respondents Gender Age  
1
Female  
Female  
Male  
Between 40 and 50  
Between 40 and 50  
Between 50 and 60  
Between 50 and 60  
Between 40 and 50  
Between 50 and 60  
Between 50 and 60  
Between 50 and 60  
Between 40 and 50  
Between 40 and 50  
Between 50 and 60  
More than 60  
2
3
4
Male  
5
Male  
6
Female  
Female  
Female  
Female  
Male  
7
8
9
10  
11  
12  
Male  
Male  
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Appendix  
Appendix 3: Interview guide:  
Introductory phase  
What are your general thoughts on the prevalence of disease, health crises, modern food, and health in general?  
Topic-focused phase  
- In your opinion, what can make an individual concerned about their health? Could this be due to factors other  
than those external to the individual?  
- Looking back a few years, how did you experience COVID-19 and did it change your health and eating habits?  
If so, how? Did it increase your concern for your health?  
In-depth phase: the effects of excessive health anxiety on consumer behavior  
- To what extent does your anxiety about your health influence your daily life?  
- Over time, have you noticed any changes in your attitudes and behaviors in relation to your health concerns?  
- How do you behave in order to try to reduce the intensity of your anxiety?  
- In these critical situations of anxiety, what role do family, friends, or the community in general play? How can  
they be a source of help in managing the situation?  
- How does your fear of illness influence your purchasing decisions in general?  
- Do you research products that can prevent certain diseases? What information resources do you trust?  
- Do you tend to buy or boycott certain types of products because of your health concerns? If so, what are these  
products (for both scenarios)?  
- To what extent does your fear of illness affect your eating habits, diet, and lifestyle?  
Conclusion phase  
- Do you consider this anxiety about your health to be a positive trait (kindness, caution, and rigor), or is it more  
of a flaw and handicap that you are trying to get rid of?  
- Do you have anything else to add to what we have discussed?  
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Appendix 4 : Lexical and semantic overview (Consequences of HA)  
Appendix 5: Analysis of the thematic grid (Consequences of the HA)  
Appendix 6: Examples of Verbatim Statements Regarding the Consequences of AES  
Consequences Themes  
Verbatim Statements  
Respondent  
"It disrupts my daily life and makes me nervous  
— I eat traditional or organic products — I  
practice regular physical activity and eat healthy Respondent 4  
food, and I take dietary supplements, e.g.,  
spirulina."  
Healthy,  
Authentic,  
Natural Food  
and  
Adaptation  
Information  
"It disrupts my daily life and makes me nervous  
Search on Well- — I eat traditional or organic products — I  
being  
practice regular physical activity and eat healthy Respondent 4  
food, and I take dietary supplements, e.g.,  
spirulina."  
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"I am aware of the importance of a healthy diet,  
Respondent 6  
and I make choices accordingly."  
"I constantly do online research, reading  
Respondent 5  
medical articles, following health news."  
"My purchase decisions are influenced by the  
pursuit of well-being, but I don’t think this has Respondent 6  
led to a major change in my lifestyle."  
"I am aware of product choices, but I would not  
Respondent 6  
boycott anything in an extreme way."  
"I try to make everything at home, like cakes; I  
encourage  
my  
children  
to  
eat  
basissa, Respondent 7  
homemade foods that are beneficial for health."  
"Otherwise, the whole family now cooks with  
saffron, since it has proven to be beneficial for Respondent 8  
health and immunity."  
"I  
am  
aware  
of  
product choices, but I  
would not boycott  
"I am aware of product choices, but I would not  
boycott anything in an extreme way."  
anything  
in  
an  
extreme way."  
"I check the internet  
to see product  
compositions,  
products beneficial  
for health, and ways  
to prevent diseases,  
but I have more trust  
Careful  
Consideration  
Before Purchasing  
Products  
"I  
check  
the  
internet  
to  
see  
product  
compositions, products beneficial for health,  
and ways to prevent diseases, but I have more  
trust in information provided by doctors and  
specialists."  
in  
information  
provided by doctors  
and specialists."  
"I  
am  
aware  
of  
product choices, but I  
would not boycott  
"I am aware of product choices, but I would not  
boycott anything in an extreme way."  
anything  
in  
an  
extreme way."  
"The fear of diseases can indeed influence my  
consumption choices, pushing me to opt for  
products considered less harmful to my health, Respondent 11  
and refrain from consuming harmful  
substances, including cigarettes."  
I
Need  
for  
Reassurance from  
an Expert  
"The only sources of information I trust are the  
advice and recommendations given by experts  
or people who suffer from the same illness as I  
do."  
Respondent 10  
Respondent 11  
"Sometimes I research online about health  
symptoms,  
information  
about  
products,  
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practical advice, or simply to enrich my  
knowledge on topics that interest me."  
"I am aware of the importance of a healthy diet,  
Respondent 6  
and I make choices accordingly."  
"However, I would not let the fear of illness  
Respondent 6  
constantly dictate my habits."  
"It disrupts my daily life and makes me nervous  
— I eat traditional or organic products — I  
practice regular physical activity and eat healthy Respondent 4  
food, and I take dietary supplements, e.g.,  
spirulina."  
Physical Activities  
"I  
check  
the  
internet  
to  
see  
product  
compositions, products beneficial for health,  
and ways to prevent diseases, but I have more Respondent 7  
trust in information provided by doctors and  
specialists."  
"Sometimes I research online about health  
symptoms,  
information  
about  
products,  
Respondent 11  
practical advice, or simply to enrich my  
knowledge on topics that interest me."  
Engagement  
in  
Dietary Regimens  
"To reassure myself, I research online about  
disease symptoms, medications and their side Respondent 12  
effects, and I contact the doctor."  
"In our mindset, we are not yet accustomed to  
consuming organic; a simple grocer does not  
understand this world of organic vs. non-  
Respondent 8  
organic."  
"Well, I don't like doctors, I don't like getting  
into that vicious cycle of searching for Respondent 7  
information about this or that ailment."  
Stress  
Management  
"If you are certain that something good will  
happen, it will happen; if you are certain that Respondent 8  
something bad will happen, it will happen."  
"So I no longer want to see things in a  
Respondent 8  
pessimistic and negative way."  
"If you are certain that something good will  
happen, it will happen; if you are certain that Respondent 8  
something bad will happen, it will happen."  
Spirituality  
Meditation  
and  
"So I no longer want to see things in a  
Respondent 8  
pessimistic and negative way."  
"I  
check  
the  
internet  
to  
see  
product  
Respondent 7  
compositions, products beneficial for health,  
and ways to prevent diseases, but I have more  
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trust in information provided by doctors and  
specialists."  
"If you are certain that something good will  
happen, it will happen; if you are certain that Respondent 8  
something bad will happen, it will happen."  
"So I no longer want to see things in a  
Respondent 8  
pessimistic and negative way."  
"I'm not saying that I don't check product  
Respondent 8  
compositions, but not in an obsessive way."  
Distraction  
Negative Thoughts  
from  
"In our mindset, we are not yet accustomed to  
consuming organic; a simple grocer does not"  
Respondent 8  
Avoidance  
"understand this world of organic vs. non- Respondent 8  
organic. There are people who do this in a manic  
way."  
"I refuse to do research on the internet and avoid Respondent 10  
watching documentaries dealing with symptoms  
related to my illness."  
Denial of Current  
Risk  
Appendix 7: Consequences of AES according to gender  
Consequences of HA Gender  
Female Male Total  
71%  
50%  
50%  
29%  
50%  
50%  
100%  
100%  
Avoidance  
Adaptation  
Total  
Appendix 8: Consequences of HA by age group  
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