The effect of social approval on consumer behavior in the time of an economic crisis (2020-2025)

This article analyzes the influence of social approval on consumer behavior during the economic crises of 2020-2025. Using the concepts of descriptive, injunctive, and subjective norms, as well as social comparison theory, the article examines the psychological mechanisms that lead people to rely on the behavior and expectations of others. The author summarizes the results of several studies: it was proven that during the COVID-19 pandemic, frequent conversations about the crisis reduced trust and increased panic buying; social comparison increased demand for essential goods, entertainment, and travel services, but did not influence consumer choice; only subjective norms reflecting the expectations of significant others significantly impacted intentions to increase purchases. Special attention is given to accelerated digitalization: the growth of online and social commerce, which increases the visibility of others' behavior and shapes new cultural and ethical norms.