'Toilet paper buying commotion' in the 1973 oil shock also occurred in the United States



With the spread of the new coronavirus, which was discovered in 2019, worldwide, toilet paper purchases have occurred in countries around the world, including Japan. This will, occurred in Japan in 1973 before about half a century be traced back

toilet paper turmoil to point out the similarity between there is also a voice , but in fact a similar uproar even at the time of the United States was caused. That's why Priceonomics, a marketing information site, looks back over the past and explains what happened in the United States at the time.

The Great Toilet Paper Scare of 1973
https://priceonomics.com/the-great-toilet-paper-scare-of-1973/

1973 was the year the fourth Middle East war broke out. Before the end of the war between Israel and the Arab nations across the Suez Canal, the economy was in a turmoil, with the average stock market plunging nearly 45% from the start of the year following the unstable situation in the Middle East. did. In October, the Organization of the Arab Petroleum Exporting Countries (OAPEC) announced a policy to greatly restrict crude oil exports, and until then, about $ 3 per barrel (about 156 liters) (about 800 yen at the rate at that time) The crude oil price jumped to about $ 12 (about 3200 yen at that time), which had a major impact.

In response to this, various media reported that the supply of gasoline, electricity, onions, etc. would be interrupted every day, and the 'insufficient psychology' spread among Americans. The news that came to the United States in late November was 'Japan lacks paper.' Initially, few Americans were concerned about the news, but only one took it seriously. That's Harold Frehlich , Wisconsin's eighth constituency.



Friedrich, raised by local forestry stakeholders closely related to the paper industry, issued a statement on November 16 that the

U.S. Government Printing Office is facing a severe paper shortage. He then received a document stating that the government failed to bid for a supplier of toilet paper to the military and government agencies.Flerich said on December 11, `` The United States will have a severe shortage of toilet paper within a few months. This is not a laugh, but a potential problem for all Americans. '

At that time, major American newspapers all spoke of Frehrich's announcements and raised public unrest. Priceonomics described the situation at that time as 'correspondents in cable, radio, and mass media struggled to make the story sensational, in which' may 'and' potentially. ' Was lost. '

In addition, on a television program broadcast on December 19, comedy actor and popular moderator Johnny Carson addressed more than 20 million viewers, saying `` Recently, everything is lacking, but toilet paper Have you ever heard of a lack of water? It's not a joke, because it was written in the papers! ', And American anxiety over toilet paper peaked, and the next day Consumers flocked to the toilet paper section at retail stores throughout the United States.



The mass media also highlighted the situation of citizens crazy about buying up toilet paper, which further exacerbated the situation. At the time, the New York Times (PDF file) stated in the newspaper that `` I heard that the toilet paper was scarce in the news, so I bought an extra 15 rolls '' `` When I brought a toilet paper to a party customer who opened at home I asked. ' The manager of the retail store dealt with such an uproar by ordering a huge amount of toilet paper and limiting it to 2 rolls per person, but it was not effective because no one followed the rules. is.

The time it took for the panic to end was about four months. In February 1974, when the turmoil peaked, barters were being exchanged using toilet paper instead of money, and a black market for toilet paper trading was formed. It is

It has been pointed out that this uprising has the potential to create a black market.

The purchase of toilet paper and disinfectant by the new coronavirus panic also occurs overseas, and the possibility that a black market is formed-GIGAZINE



Carson, who was blamed for spreading the hoax, was forced to apologize in front of the television camera. At that time, Carson said, 'I am reluctant to leave my name to posterity by creating a fake toilet paper shortage. I exaggerated the newspaper articles a bit, but the shortage did not actually occur Hmm. '

Stuart Brit, a professor of marketing who analyzes this phenomenon, states in his book, 'Everyone likes to know things before people. This is, so to speak,' Did-you- In the past, it took a long time for the word to spread, but today, one TV personality just makes a joke and spreads the word. '

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