The psychology of panic buying: what prompts consumers to start stockpiling – and how do we stop it?

The scarcity mindset, exploited by advertisers to trigger impulse buys, can cause panic buying. But telling consumers not to panic, may make them panic more

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“Of all the shortages we have – there’s a gasoline shortage – you know what else is disappearing from the supermarket shelves?” a television presenter jokes. “Toilet paper.”

Shops emptied of loo roll are now linked to the beginning of the Covid-19 pandemic, but that line was delivered by the US late-night host Johnny Carson more than 50 years ago.