Identifying the Effective Components of Anxiety Management in Consumer Behavior at the Time of Iran's Economic Sanctions with the Data Foundation Approach

One of the influential aspects during the economic embargo is the psychological dimension and its negative effects on the economic structure of society, which can be controlled by recognizing the principles of consumer behavior. Therefore, this study aimed to provide a model of anxiety management in consumer behavior during the economic sanctions on Iran. The approach of this research is mixed in terms of exploratory purpose and method. The statistical population of this study includes academic experts, government economic managers and business owners .Sampling was performed using non-probabilistic and purposeful snowball method and data collection was performed by conducting 20 semi-structured interviews to achieve theoretical saturation. In order to qualitatively analyze the interviews from the method of data analysis of systematic foundation and open, pivotal and selective coding, the main concepts emerged in the form of causal, contextual, pivotal, intervening, actions, strategies and consequences. The identified indicators are validated by fuzzy Delphi method and prioritized by fuzzy ride method. Findings have shown that economic and cultural variables as the main variables that cause anxiety in consumer behavior on marketing strategies and research and marketing strategies and marketing research results also affect consumer knowledge management and value creation with the consumer, which leads to learning and managing the consumer experience. In this way, anxiety in consumer behavior during economic sanctions can be controlled and managed. Also, the index of increasing people's purchasing power with increasing incomes, provided prices are stable, has the greatest degree of importance in managing consumer behavior anxiety.