Before COVID-19 lockdowns started we saw panic buying around the world. As restrictions continue, people are growing increasingly restless, and in those countries where they are being gradually lifted, signs are now emerging of over-consumption in newly opened shops, restaurants, or tourist sites.
Dr Ilias Danatzis, Lecturer in Marketing Analytics, is studying the reasons why we shop or consume impulsively in the face of a crisis. He and his team will use qualitative and quantitative research efforts to design and test the effectiveness of different interventions such as short online training sessions on restaurant booking sites or messages, displays, verbal announcements and other messaging from staff and simple layout changes in shops, pubs, and restaurants in redirecting our attention and combatting our urge to buy or consume excessively. These interventions will be tested across different types of products and hospitality outlets in the UK and Australia.
The research will help retailers, service providers, and governments to prevent panic buying, hoarding and overcrowding in order to help control infection rates, reduce waste and ensure that everyone has access to essential products and services.