International Journal of Research and Innovation in Social Science (IJRISS)
From Fear to Choice: An Exploratory Analysis of Pathological Health Anxiety Consequences on Consumer Behavior
Published December 19, 2025 • Vol. 9, Issue 14, pp. 3165–3178Open Access
DOI: 10.47772/IJRISS.2025.914MG00242
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
| Journal | International Journal of Research and Innovation in Social Science (IJRISS) |
|---|---|
| ISSN | 2454-6186 |
| Volume / Issue | Volume 9, Issue 14 |
| Pages | 3165–3178 |
| Publication date | December 19, 2025 |
| DOI | 10.47772/IJRISS.2025.914MG00242 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Nadia Sfar., & Ons Baati (2025). From Fear to Choice: An Exploratory Analysis of Pathological Health Anxiety Consequences on Consumer Behavior. International Journal of Research and Innovation in Social Science (IJRISS), 9(14), 3165-3178. https://doi.org/10.47772/IJRISS.2025.914MG00242
BibTeX
@article{Nadia2025,
title = {From Fear to Choice: An Exploratory Analysis of Pathological Health Anxiety Consequences on Consumer Behavior},
author = {Nadia Sfar. and Ons Baati},
journal = {International Journal of Research and Innovation in Social Science (IJRISS)},
volume = {9},
number = {14},
pages = {3165--3178},
year = {2025},
doi = {10.47772/IJRISS.2025.914MG00242},
publisher = {RSIS International}
}