The document summarizes research conducted in Komsomolsk-na-Amure, Russia on February 18, 2013 when the outside temperature was -22°C. It identifies 8 types of consumers and their strategies for surviving the extreme cold based on their priorities like appearance, social influence, nostalgia, or practicality. The types include investors, opportunists, sportive, compromise seekers, socially influenced, nostalgic, those who believe animal fats are the best remedy, and losers who are cold no matter what.