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Analysing how an individual copes with anxiety in times of a disaster like the current Covid 19 pandemic may have important implications for marketers. These are times when blatant marketing must be replaced with actions that step in to alleviate tension, fear and anxiety among people. Nike marshalled its factories to manufacture masks and other medically useful products as the pandemic gripped the globe, as an example, thereby living up to its “Just Do It” tagline once again.