“…Although we categorize responses as affective, cognitive, and behavioral, these responses are highly related. To start with, ontological (in)security is an emotional process, and emotional response is key ( Banham 2020 ). Consumers feeling insecure and uncertain may respond with a full gambit of strong emotional reactions such as anxiety, fear, stress, sadness, grief, anger, frustration, or even depression ( Carver, Scheier, and Weintraub 1989 ).…”