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Have you ever watched one of the many TV shows set during the apocalypse - a dystopian future where life as we know it is over and people are only focussed on survival? If it’s not zombies, it’s viruses or natural disasters. One thing that seems to be a quintessential part of these series is survivors searching for food and resources. Is that why people stockpile food when things go bad?
你是否留意过许多灾难类电视剧中有这样的描绘——在一个反乌托邦的未来，我们所熟悉的生活已经结束，人们只专注于生存？如果不是僵尸，那就是病毒或者自然灾害。幸存者在寻找食物和资源，这似乎是这些电视剧集中最重要的部分。当情况变糟糕时，为什么人们要抢购囤货呢？
What is stockpiling? Quite simply it’s when people accumulate a substantial number of goods, for example food or water. According to psychologist Judy Rosenberg, stockpiling perishable goods like eggs and milk is a positive sign that people believe a crisis will be over soon. When people stockpile tinned goods, it can be a sign that people fear that the crisis will endure.
什么是囤货？很简单，就是人们积累大量商品，例如食物或水等。根据心理学家朱迪·罗森伯格的说法，囤积诸如鸡蛋和牛奶之类的易腐商品是人们相信危机即将结束的积极信号。而当人们储存罐头商品时，表明人们担心危机还将持续下去。
But why do we do it? Consumer psychologist Paul Marsden puts it down to three factors that relate to retail therapy. Firstly, ‘autonomy’ – the idea the people feel the need to be in control. Secondly, ‘relatedness’ – panic shopping helps people to feel connected to the community or other shoppers who are doing the same.
但为什么我们要这样做呢？消费者心理学家保罗·马斯顿将其归结为与购物疗法相关的三个因素。首先是“自治”——人们要能感觉到事物在自己的掌控中。其次叫“联系”——恐慌性购物可以令其感到与社区或其他相同购物者之间的联系。
Lastly, ‘competence’ - people want to feel like they are ‘smart shoppers’ and doing the right thing. Sander Van der Lindon, an assistant professor of social psychology at Cambridge University, said that a phenomenon known as ‘fear contagion’ can take hold. People’s decision making is hampered when stressed, so they follow the actions of other people. If they are panic buying, you will too.
最后，是“能力”——人们希望感觉自己是“聪明的购物者”，而且在做正确的事。剑桥大学社会心理学的助理教授桑德·范德·林登说，一种被称为“恐惧传染”的现象可能会持续出现。在受到压力时人们做出的决策会受到阻碍，因此他们会跟随他人的行动。如果别人恐慌性购买，你也会这么做。
So, can you stop people from stockpiling? Well, supermarkets can ration the amount of products consumers purchase, and governments can try to reassure people that there is no need to panic. However, it seems that it goes against our basic psychology to try and stop people from panic buying.
那么，可以阻止人们抢购囤货吗？超市可以对消费者购买的商品进行定量分配，而政府可以尝试安慰民众不必担心。但是，试图阻止人们进行紧急购买似乎与我们的基本心理背道而驰。
So, the next time a virus, natural disaster or zombie apocalypse starts, remember that panic buying is probably a given, thanks to our need for retail therapy to manage our emotional state.
因此，当下次病毒、自然灾害或者僵尸末日开始时，请记住，恐慌情绪一定会发生，因为我们需要采用购物疗法来控制情绪状态。
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发表于 2020-6-27 10:27:14
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发表于 2020-6-28 10:30:02
