1. Consumers who go through crises experience rumination (thinking intensely about the crisis) and a loss of control, leading to feelings of stress, anxiety, and, during severe crises, fear. This, in turn, lead them to various forms of coping behavior to mitigate these feelings. The most common form of coping is problem-focused coping leading to actions aimed at reducing the problem at hand, such as planning purchases better during recessions.
2. During life-threatening crises, consumption usually spike in the immediate aftermath of the crisis when consumers purchase utilitarian goods to get through the acute phase, but decrease in the long run. During crises that primarily threaten consumers’ finances, consumption typically decreases quickly and remains low for the duration of the crisis and more. Variations across households and consumer groups are common, though, as not everyone is equally affected.
3. By investing in brands, companies can cushion a crisis somewhat as some consumers often incorporate brands into their self-identity as a way to restore control. Consumers turn to strong and well-known brands to save cognitive energy during hardship. Consumers also tend to form new habits. Thus, if brands can capture consumers who start new habits during crises early, they often gain loyal customers. As such, crises also become opportunities for brands who dare to market themselves even during difficult times.
   
   

2025-05-14