Vices in Crisis: Unraveling Male Tobacco and Alcohol Consumption Patterns in US Households Amidst the Great Recession and COVID-19 Pandemic

In conclusion, this study contributes to the growing body of research on the lipstick effect by examining men's consumption behavior during recessions, with a particular focus on tobacco and alcohol products. Understanding these patterns is crucial for businesses and marketers, as it highlights the potential for certain products or industries to be recessionresistant. This knowledge enables companies to anticipate better and respond to changes in consumer spending patterns during economic downturns, allowing them to adapt their marketing strategies and product offerings accordingly. Furthermore, by recognizing the factors that drive the lipstick effect, businesses can potentially develop strategies to mitigate the effects of economic downturns on their sales and revenue. For instance, companies in the tobacco and alcohol industries might consider launching new product lines or targeted promotions that appeal to the preferences of consumers who are more likely to indulge in these products during challenging economic times. In addition, this information can be valuable for businesses looking to enter or expand their presence in these markets, as they can leverage the insights gained from this research to make more informed decisions about their growth strategies.