Hoarding During a Pandemic and the Psychology Behind It

Scientists reveal interesting behaviours involved in hoarding during a crisis

We all saw it, opportunists stockpiling hand sanitizer, masks and toilet paper. I remember a specific news story that shamed a man for purchasing an entire pickup truckload of sanitizer and other essential items from Costco. He blatantly admitted that re-selling on Amazon was his right. I guess it was, except that Amazon apparently banned his account, according to the news story.

The opportunist was publicly shamed by the news anchor interviewing him. As such, during the beginning of the coronavirus there was so much shaming that I felt self-conscious purchasing necessary items. I was working an unbelievable amount of hours just prior to all hell breaking loose that I had nothing in the fridge or cupboards and I needed to stock-up on groceries, not stockpile. I was compelled to explain my purchases to the cashier. I felt sheepish, but I really needed those items!

The social psychology behind the spectrum of behaviour during a crisis is interesting. We have those stockpiling for profit and those feeling the need to justify normal essential purchases.

Steven Taylor of University of British Columbia, claims panic buying is responsible for price gouging, which then creates a cycle of more panic buying. Taylor also interestingly states that individuals need to react in a level that correlates to the severity of the situation. For example; the effort of simple hand-washing does not equate to the severity of the crisis. A stockpiler needs to react in a manner relative to the situation.

Stockpiling provides a sense of equilibrium.

A crisis will prompt two different types of consumer personalities as consumers are thrust into a conflict. They must decide between personal best interest or the well-being of society around them.

According to Dr. Simon Columbus of Vrije Universiteit Amsterdam, one’s predisposition towards altruism will find these individuals refraining from stockpiling. They have prosocial behaviour and think about the effect their actions would have on society. According to studies, those who tested high in honesty would tend to behave in an altruistic manner during a crisis, and less likely to hoard consumer goods.

Those who do panic buy during a crisis are quite possibly looking to exert a form of control in such times of uncertainty. They are aware they don’t need the excessive items, however the need for control will prevail.

Taylor suggests that if you feel the need to panic buy and stockpile, then it’s a good idea to ask yourself what it is that you actually fear. Professional assistance or simple tricks to reduce anxiety can help those struggling during this crisis to be better equipped to manage their fears.