THE RELATIONSHIP BETWEEN RISKY BEHAVIOR AND HAPPINESS IN THE WORLD OF COVID-19: OVERBLOWN PANDEMIC IS A MODERATOR

Michael Frechette
Sacred Heart University

ABSTRACT

During the COVID-19 pandemic, markets have embraced social distancing protocols to
varying degrees. A survey of American and Canadian consumers was used to examine the
relationship between risky social distancing behaviors and self-reported well-being (i.e.,
happiness). A regression analysis found that the incidence of risky social distancing behaviors did
not have a direct effect on happiness. However, there was a significant interaction with feeling
that the coronavirus pandemic is overblown. Those with stronger feelings that the pandemic was
overblown showed a positive and significant relationship between risky behavior and happiness.
This pattern of effects was found to be stronger in the U.S. sample than in the sample from
Canada. This study applies the socio-cultural view of risk and extends that to explain risky social
distancing behaviors as a source of positive affect. The results of the analysis are fully discussed
and implications to consumer issues are presented.

Keywords: consumer well-being, happiness, risky behaviors, COVID-19