Ayadi, Nawel, Paraschiv, Corina and Vernette, Éric (2017) Increasing consumer well-being: risk as potential driver of happiness. Applied Economics, vol. 49 (n° 43). pp. 4321-4335.

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Identification Number : 10.1080/00036846.2017.1282142


This article investigates the relation between risk and individual well-being. We propose a theoretical model of happiness that makes a distinction between ex ante evaluations of happiness and ex post assessments. The main assumptions of the model are tested through three studies based on anchoring vignettes. We show that, even if, ex ante, consumers fear high risk and do not associate it to a high level of happiness, their ex post evaluation of well-being is generally higher when identical consequences result from a high-risk situation than from a low-risk situation. Control over risk-taking reinforces the gap between ex ante and ex post measures of happiness. Thus, our article provides empirical evidence about a positive relation between risk and individual well-being, suggesting that risky experiences have the potential to increase consumer well-being.

Item Type: Article
Language: English
Date: 2017
Refereed: Yes
Place of Publication: Royaume-Uni, Londres
Uncontrolled Keywords: Well-being, happiness, risk, vignettes
Subjects: C- GESTION
Divisions: TSM Research (Toulouse)
Site: UT1
Date Deposited: 02 Feb 2021 09:56
Last Modified: 07 Feb 2023 10:02
OAI Identifier: oai:tsm.fr:1953
URI: https://publications.ut-capitole.fr/id/eprint/42119
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