Most conventional approaches to the study of arms trafficking are grounded on the assumption that people are rational and always seek the most cost-effective means to achieve a goal. This article discusses the illicit firearms markets in the Balkans and the North Caucasus—the regions in which trafficking of illicit firearms has been flourishing since the early 1990s. By studying the demand side of this illicit market, it provides some possible explanations as to why numerous arms reduction measures have had limited results. It argues that cultural attitudes, socio-political complexity and emotions could explain much of the “irrational” behavior of those demanding weapons in these regions. The article contributes to the scholarly debate on the applicability of the rational choice theory-inspired arms reduction policies in highly textured sociocultural contexts. It is an effort to construct multifaceted conceptualization of human choice that focuses not only on the functionality of firearms but also on their symbolic and situational meaning.