The Psychology of Storm Shopping

As seen in Newsday, a winter storm forecasted to bring more than a foot of snow to the New York area led consumers to rush for essential staples and groceries. While a scarcity mindset may be a driving factor for some people’s hoarding behavior, consumer psychology researcher Colleen Kirk, D.P.S., professor in the School of Management, explained that others may stock up as a shared response.

“People like to belong, even though this is not a fun thing,” said Kirk, who has researched consumer hoarding behavior. “This is another way to connect.”

At the same time, Kirk said, those purchases can help people regain a sense of control when a storm threatens routines or access to basic needs.