People are bulk-buying toilet paper, pasta, soap, tinned foods and disinfectant. Those who have come away empty-handed are asking themselves why so many people panic-buy? DW asked INSEAD's Andy Yap what's behind it.
Advertisement
DW: Why are people panic-buying?
Andrew Yap: The coronavirus is an invisible enemy. It's something that we cannot see. And, when you cannot see your enemy, what happens is that you lose this sense of control. And when you lose your sense of control, you try and do things to compensate and achieve control again. Buying certain things is one way for you to do that.
If I were to go to the supermarket right now and buy something, would it make me feel less fear about the coronavirus?
What we find in our research is that, if you lose the sense of perceived control, you start buying things to help you solve the problems that caused you to lose control in the first place.
So in other words, if you feel anxious, if you fear the virus, then you start buying things that could potentially prevent you from getting the virus, or find ways that could make your place cleaner.
What people end up doing is they buy masks, they buy hand sanitizers, they buy cleaning detergent to clean their houses and offices, and so on.
So it doesn't matter whether these measures are effective. If I buy something, I just feel better, I feel safer.
There you go.
You mentioned research. What kind of scientific studies have been conducted on fear and panic and how people react?
So about three or four years ago we wanted to study what happens when people experience stress and anxiety. And we realized that a fundamental element that people hadn't examined is this state of control, or the sense that they lose control. And so we ran a number of experiments in the supermarket, lab experiments.
What we found is that when people lose control, they buy more functional products. Products that help them solve problems. Especially products that help them restore control again.
If control is so important for people, especially in this atmosphere of fear, how would you help our readers restore that control?
One is, you need to get information. You need to be educated and understand what's happening, what the virus is about, how the virus causes you to be infected, the ways you can be infected, how you treat this viral infection.
But I wouldn't ask to you to spend a lot of time on social media, because social media is an echo chamber. One of the reasons you see a lot of panic-buying is because people are watching and seeing photos and videos of people buying toilet paper, all sorts of things, things that are running out. And that led to a lot of cases of panic-buying across the world.
We didn't quite see the same behavior back when there was SARS, which was a similar viral infection, a similar pandemic. There was less panic-buying then, because people didn't have this echo chamber in their palms.
Andy Yap is an assistant professor of organizational behavior at INSEAD Business School in Singapore.
Researchers and their self-experiments
What do a doctor who swallows his own vaccination against the coronavirus, a psychoanalyst on coke and the fastest man in the world have in common? Answer: They are scientists — and their own guinea pigs, too.
Image: picture-alliance/AP/NIAID-RML
An oral vaccination against coronavirus
Courage, curiosity or complete hubris? It's probably a mixture of all these things that causes many scientists to test their own inventions on themselves first. According to the Global Times, a Chinese doctor not only developed an oral vaccine against the SARS-CoV-2 but also tried it out himself. So far, he hasn't seen any side effects.
Image: picture-alliance/AP/NIAID-RML
Laughing-gas party with Humphry
Scientific knowledge and private pleasure can go hand in hand. The British chemist Sir Humphry Davy experimented with nitrous oxide between 1795 and 1798. With the help of his self-experiments, he discovered not only the pain-relieving effect of the gas but also its intoxicating qualities.
Image: picture-alliance/dpa
Discoverer of UV radiation
The German physicist Johann Wilhelm Ritter not only discovered ultraviolet radiation in 1801, but also invented the first battery the following year. Ritter was also interested in galvanism — a term applied to muscle contractions caused by electric shocks. The fact that he died at the age of 33 is said to have been due in part to the galvanic self-experiments with which he maltreated his body.
Image: picture-alliance/imageBroker
Freud on cocaine
The Austrian psychologist and doctor Sigmund Freud is known as the founder of psychoanalysis. His methods are still used, discussed and criticized today. Less well known is that Freud researched the effects of cocaine during his time as a doctor at the Vienna General Hospital. Published letters show that Freud himself consumed coke for a long time and in large quantities.
Image: picture-alliance/akg-images
Death from yellow fever
"I believe that I am on the trail of the true pathogen," wrote the American physician Jesse Lazear on September 8, 1900, in a letter to his wife. Lazear researched malaria and yellow fever. He confirmed that the latter is transmitted by mosquitoes. To study the disease, he intentionally allowed himself to be stung, fell ill and died 17 days after writing the letter. Lazear was only 34 years old.
Image: picture-alliance/dpa/P. Pleul
The fastest man on earth
John Paul Stapp became known as the "fastest man on earth" because of his research on the effects of acceleration forces on the human body — including his own: He had himself accelerated on a so-called rocket sled up to more than 1,000 kph (621 mph) and decelerated completely in 1.4 seconds. It is the highest acceleration that a human being has ever voluntarily withstood.
Image: picture-alliance/dpa/United Archives
Secret heart catheter
Werner Forssmann was already considered a troublemaker during his medical training. The German surgeon was determined to prove that a long, flexible catheter could be inserted safely from the crook of the arm to the heart. Although his superiors had expressly forbidden him to carry out the experiment, in 1929 Forssmann was the first person to try it out — on himself. Secretly, of course.
Image: picture-alliance/dpa/United Archives
Nobel Prize winner — posthumously
The Canadian physician Ralph Steinman fell ill with pancreatic cancer and underwent an immunotherapy he developed himself. According to his physician, this therapy was unable to prevent Steinman's death, but — contrary to the prognosis — could possibly have prolonged his life by over four years. Steinman died in 2011, a few days before the Nobel Prize was awarded, which he received posthumously.