From Fear to Choice: An Exploratory Analysis of Pathological Health Anxiety Consequences on Consumer Behavior

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.

Consumer Behavior; Health Anxiety; Approach Behaviors

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