In contexts of war, geopolitical instability, persistent inflation, or high economic volatility, consumption loses its rational basis and becomes heavily influenced by fear. It is ultimately conditioned by perceptions. While there is a psychological sense of security—believing distant conflicts won't reach us—there is also a pervasive fear, as the Portuguese people are among the most cautious, which drives much of their consumer behavior. Key predictors of this include uncertainty, loss of purchasing power, perceived scarcity, erosion of confidence, and emotional fatigue. In volatile times, financial literacy is not a luxury but a defense mechanism, helping individuals and managers make better decisions, protect resources, and avoid acting on impulse or herd mentality.