Social isolation and risk-taking behavior: The case of COVID-19 and cryptocurrency

Thusyanthy Lavan, Brett A.S. Martin, Weng Marc Lim and Linda D. Hollebeek

Journal of Retailing and Consumer Services, 2024, vol. 81, issue C

Abstract: This study examines the impact of social isolation on risk-taking behavior in highly uncertain environments with the potential for significant gains and losses. We uncover both direct and indirect effects of social isolation on risk-taking behavior, mediated through perceived stress, sense of control, and neuroticism. The COVID-19 pandemic provides a pertinent context to explore these dynamics, while the volatile cryptocurrency market serves as a topical context for investigation. The analysis based on covariance-based structural equation modeling (CB-SEM) of survey responses from 216 consumers reveals that social isolation significantly increases risk-taking behavior, primarily mediated by heightened perceived stress. Contrary to expectations, sense of control and neuroticism did not mediate this relationship, indicating specific pathways through which isolation affects risk decision. This finding suggests that while social isolation intensifies perceived stress, yielding riskier purchase decisions, it does not universally impact other psychological aspects like resilience (sense of control) or vulnerability (neuroticism). The observed direct (main) and indirect (mediation) effects highlight the importance of targeted interventions to address psychological well-being, particularly at times of enforced isolation. Understanding these dynamics can help advisors (e.g., financial consultants), marketers, and policymakers (e.g., government agencies/lawmakers) formulate strategies to curb excessive risk-taking among isolated individuals, particularly in high-risk financial settings.

Keywords: Cryptocurrency; COVID-19 pandemic; Social isolation; Risk-taking behavior; Perceived stress; Sense of control; Neuroticism (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002479

DOI: 10.1016/j.jretconser.2024.103951

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