PSYCHOLOGY AND BEHAVIOR OF UKRAINIAN CONSUMERS IN A STRESSFUL SITUATION CAUSED BY MARTIAL LAW

Olha Yudicheva; Stanislav Chornobai

doi:10.30890/2567-5273.2025-42-03-071

Authors

Olha Yudicheva Kyiv National University of Construction and Architecture https://orcid.org/0000-0003-4421-3318
Stanislav Chornobai Kyiv National University of Construction and Architecture

DOI:

https://doi.org/10.30890/2567-5273.2025-42-03-071

Keywords:

consumer behavior, consumer psychology, extreme situations, war, stress

Abstract

It has been determined that in crisis situations, emotional and instinctive factors play a dominant role in consumers, including fear, anxiety, a sense of threat, and loss of control. This leads to a change in the logic of consumption - from an orientatio

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