Ekici, AhmetWatson, F.2022-02-162022-02-162021-06-260022-0078http://hdl.handle.net/11693/77434The COVID-19 pandemic has dramatically impacted the lives of consumers across the globe. What guidance can consumer researchers and policymakers provide consumers to elicit adaptive responses that contribute to their life-satisfaction under these adverse conditions? To this end, we develop and test an adaptive response model and demonstrate its impact on the life-satisfaction of the consumers experiencing the pandemic in Turkey. Our model suggests that amidst COVID-19, seeking emotional help triggers the positivity in people, which in turn increases life-satisfaction. Moreover, turning to religion to deal with the challenges of the pandemic leads to positivity and hope, which in turn positively affect life-satisfaction. Importantly, “escape” behaviors (such as excessive work or time spent in online shows/games) reduce positivity and hope in consumers, thus negatively impacting life-satisfaction. The paper discusses the conceptual and public policy implications of the results and offers recommendations for future research.EnglishCovid-19 pandemicEscape behaviorLife satisfactionArticle10.1111/joca.12393