Message Strategies to Mitigate Panic Buying: Factual vs. Moral or Norm Appeals

R. Dutta-Powell (), Z. Powell and B. J. Fung
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R. Dutta-Powell: The Behavioural Insights Team
Z. Powell: The Behavioural Insights Team
B. J. Fung: The Behavioural Insights Team

Journal of Consumer Policy, 2025, vol. 48, issue 2, No 1, 104 pages

Abstract: Abstract Governments often have limited policy options when faced with panic buying, as market participants are typically private consumers and firms. We report the results of an online experiment with a representative sample of Australians that tested different messages that a government could use in the face of panic buying. After seeing a hypothetical scenario where a new COVID-19 outbreak has been announced and the government has imposed some restrictions, participants received one of three intervention messages (or a no-message control) designed to reduce panic buying. They were then asked about their intentions to buy more than they needed (i.e., panic buy). Participants were also given a simulated behaviour task, modelled on the social dilemma, where they could elect to ‘buy’ more than an amount they had previously indicated was reasonable for them. We find that a message that emphasises norms and reciprocity reduces simulated panic buying behaviours but not intentions, whilst a message that makes an appeal to morals reduces both panic buying intentions and simulated behaviours. Implications and opportunities for further research are discussed.

Keywords: Panic buying; Consumer behaviour; COVID-19; Game theory; Social dilemma (search for similar items in EconPapers)
JEL-codes: D91 Z13 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10603-025-09588-z

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