Instead of preparing for heat early, consumers often panic-buy when hot days make sleep and work difficult.

When a specific need arises, consumers' attention tends to narrow to whatever promises immediate relief.

As heatwaves become more a part of everyday life, comfort might become a privilege not everyone can afford.

This summer has brought heatwaves to much of the world, with sweltering temperatures in North America and Europe in particular. Unlike in places that are more used to extreme heat, consumers in the United States or in Europe are struggling to adapt because their buildings and modes of transportation are not as heat-proof. As a result, consumers are trying to help themselves to some relief from the heat: Fans have sold out, cafés fill with people craving iced drinks, grocery delivery becomes more attractive, and portable air conditioners suddenly seem desirable rather than ugly.

Although heatwaves are becoming the new normal,........

© Psychology Today