Analysis of the Ukrainian consumer’s behaviour in terms of Carl Jung’s psychological types (context of delinquency in war conditions)

Abstract

Entrepreneurs use innovative methods and tools to attract consumers to their products or services in competitive conditions. Almost every innovative means includes psychological principles and techniques that force the consumer to draw attention to the product (service) and purchase it. Business usually uses psychological influence on the consumer to increase sales, which increases the company’s financial results. The article analyzes the influence of approaches on consumer behaviour considering C. Jung’s psychological types, using suggestive factors (economic, social, legal, psychological, innovative) and modelling consumer behaviour (microeconomic, social, psychological, integrated). Ukraine has been at war with Russia since 2014. This is a war at the front and in the sphere of economy, diplomacy, and information warfare. During the war, the behaviour of Ukrainian consumers changed significantly. After all, this war not only has physical consequences but also strongly affects the psychological state of Ukrainians and their consumer behaviour. War takes life and health, forcing people to leave their homes and be distant from loved ones. The entire population of Ukraine lives in constant stress. There is a great fear of insecurity in the life of every citizen. Everyone experiences the inevitable effects of war on psychological health. It has negative physical and emotional consequences for both combatants and civilians. Mental pain occurs not only due to a direct threat to a relative’s life, violence, mutilation, or death but also to other stressors – economic difficulties and uncertainty in life prospects. Consumer preferences were transformed during the war, not so much needs as problems. The psychological impact on consumer behaviour has changed as delinquent causes have been affected (death, demonstration of power, violence, intimidation, information and psychological operations, information wars, migration, nuclear terrorism, looting, etc.). Delinquency during entry transformed problems into the following positions: goods and services to help others, to normalize everyday life, and to survive. The Ukrainian consumer changed with the beginning of the war.