When under existential threat, consumers tend to make purchases that give them a sense of control, normalcy, and belonging. Understanding these needs can help us cope with the challenges without going overboard with our spending.
In wartime, we buy more, as evidenced by the empty shelves in supermarkets. Apart from supplies recommended by the Home Front Command or emergency products purchased out of sheer panic, we also see a rise in the consumption of products we would not define as essential. We can identify four different motivations for consumption under a major threat like war: a sense of security and control, a feeling of normalcy and routine, self-compensation, and a sense of belonging and meaning.
Security and control: In wartime, we feel an existential threat and become aware of the fragility of our existence, and the fear of death is present in our daily experiences (a mindset defined in literature as mortality salience). In these situations, we look for products that give us a sense of security and control. For example, items for the safe room (such as first aid kits, canned food, batteries, and flashlights) can make us feel that we are ready for any imminent emergency. With products like garden lights, security cameras, and find-my-phone apps, we feel that we reduce the chances that something bad will actually happen (someone breaking into our home, not being able to find our loved ones, etc.).
Routine and normalcy: Uncertainty is another major aspect of war. Our daily routine changes dramatically, or we anticipate changes that might disrupt both our routines and peace of mind - like being called up to reserve duty or schools shutting down. During the recent pandemic, for example, the disruption of daily routines significantly impacted the mental well-being of many populations, such as college students, as demonstrated by Kiltie et al. (2023). Therefore, purchasing familiar products that belong to everyday categories, like food, cosmetics, or cleaning, helps us focus on everyday needs that have not changed. Consumption rituals (e.g., appointment with the dental hygienist, watching our favorite TV series) give us a sense of routine and normalcy.
Pleasure-seeking consumption
Self-compensation: In wartime, we cope with alarming experiences and face a flood of sad and frightening sights and stories. We experience feelings of sadness, fear, anxiety, and despair. These emotions lead to stress that impacts both our physical and mental health, as demonstrated by Schneiderman & Siegel (2005) and Toker & Melamed (2017).
In such situations, two different processes can be generated. First, we keep our negative emotions in check, leaving us with less resources for self-control (a condition called ego-depletion or self-control fatigue; see Forestier, et al., 2022; Rafael & Lopes, 2023). Many studies connect stress with addictive consumption of products like cigarettes, ice cream, chocolate, and alcohol (Conway, et al., 1981 (. The second is the urge to compensate ourselves by consuming experiences that restore our mental strength and positive mood (e.g., movie, massage), as well as products we define as small luxuries.
Symbolic purchases
Belonging and meaning: During war and existential danger, we are afraid to be alone and want to feel that we belong to a group. According to Gireesan (2022), the sense of belonging is a basic need of the survival instinct. At times of crisis, distress, and threat, this need becomes immanent because the group gives us support, identity, faith, and strength. The group, its essence, and its values fill our existence with a higher meaning. It also promises us that others are committed to helping us in times of need. Consumption that gives us a sense of meaning and belonging can take various forms.
Purchases that help other members of the group: Buying products for people who need them (soldiers, the poor, etc.) not only empowers us and gives us a sense of control, but it also expresses our solidarity and proves – both to ourselves and to others – that we are committed to the group. The donation is part of a contract of mutual responsibility, which we hope will come to our aid should we need it.
Buying local brands: In the world of marketing, brands are seen as an extension of the self (Belk, 1988). When under threat, we want to consume products that assure us of who we are. Consuming a local brand fortifies our perception of who we are, the values important to our group, and the group's strengths (which are consequently also our strengths). In addition, supporting a local brand (e.g., "Made in Israel") strengthens the local economy, namely the group we belong to, indirectly securing our own life and environment. In addition, purchasing local products is another means of expressing solidarity. When the product is seen by others (furniture, clothing, airline, etc.) and when nonlocal alternatives are also available, our choice carries even greater symbolic meaning.
Buying symbolic products: The state emblem is the ultimate expression of belonging to a nation. When the nation is in danger, enhancing the presence of national symbols strengthens our connection with the state. By waving the flag, both physically and metaphorically (buying products with state symbols), we express both solidarity and faith in our country's strength.
Conclusion: During a national crisis, we try to satisfy needs aroused by the physical, mental, and emotional challenges we face, both individually and as a group. It's important to be aware of the underlying urges driving us to purchase unnecessary products. On the one hand, these purchases satisfy important needs, but on the other, we must be careful not to go overboard with excessive unneeded spending.
Prof. Danit Ein Gar is an associate professor in the Marketing Department at Coller School of Management, Tel Aviv University