Global disruptions such as the pandemic, natural disasters, store closures, or war lead to the disappearance of consumers' favourite brands. While organisations face financial losses and reputational damage, this deprivation generate emotional and physical distress, jeopardising consumer well-being. Past studies have acknowledged consequences of consumer deprivation, few have proposed mitigation strategies. Studies showed three significant psychological attributes, such as emotions, resilience, and coping self-efficacy create a reinforcing cycle of psychological resources and adaptive functioning, enriching the ability to cope with adversity. This study propose the application of the Positive Emotion-Resilience-Self Efficacy (PERCE) model as a novel framework to address both consumer and organisational challenges. The study objective is to investigate the mediating effect of emotions, resilience and coping self-efficacy between attributes (and deprivation) and psychological (and consumer wellbeing). Data were collected across Malaysia, the UK, and China, from 1,150 young adults (aged 18-25 years) who evaluated nine highly deprived global brands in food and beverage, leisure, and technology via cross-sectional online surveys. Data were analysed using PLS-SEM. Results indicated that positive emotion significantly mediate the relationship between attributes (and deprivation) and psychological wellbeing. Negative emotion significantly mediate the direction relationship between deprivation and psychological wellbeing in a negative direction, while product wellbeing in a positive direction. Coping self-efficacy significantly mediate the relationship between attribute and psychological wellbeing. Resilience is not a significant mediator. The findings suggested the dual role of emotions during deprivation. Product attributes enhance psychological well-being through positive emotions, highlighting the value of designing products that foster inspiration and excitement. As for deprivation, negative emotions motivate adaptive product engagement or the search for alternatives, thereby sustaining consumer well-being, yet simultaneously undermine psychological well-being. This study provides a psychological framework for mitigation, helping organizations build proactive, emotionally intelligent, and sustainable strategies that strengthen consumer ties and reduce substitution risks.