- Panic buying in crisis - What products have people chosen at the beginning of this crisis?
- Consumer's relationship with the product - What determines the consumer's attitude towards a product? The process of reasoning.
- The power of symbols - Why does a commodity have the power to influence the consumer's social status? How to bypass too much reasoning and maintain the consumer's interest? What brands have higher chances to overcome this crisis?
Which brands will overcome this crisis? Not all, obviously. But those which will add to their real functional advantages an emotional utility, which will contribute to their consumer's emotional comfort, which is an advantage for his social status and, most importantly, will help him reassure his civilised status, will certainly increase their chances for success.