Fear And Anxiety Are Driving A New Era Of Self-Protection

Uncertainty is a lack of knowledge about a situation, and fear of the unknown is the negative emotional and psychological response to that lack of knowledge. Today’s environment seems overloaded with uncertainty and individuals are piecing together their ways of dealing with the lack of knowledge about future outcomes. We have categorized their responses as: Ease the Fear; Soothe the Anxiety; Adjust the Troll; Disengage and Irritate; and Change Circumstances.  All of these practices are influencing consumer behavior.