Riskijulgust

Riskijulgust is a theoretical concept used in risk studies to describe a particular mode of risk perception that emerges in seasonal or ceremonial contexts, especially around winter holidays. It refers to the heightened sensitivity to uncertainty and potential losses that people experience when engagement in holiday activities—travel, shopping, gatherings—creates emotional and financial stakes.

The term combines elements from risk language with "julgust," a portmanteau inspired by holiday-associated impulses and gusts of appetite, intended to evoke a shift in risk tolerance during festive periods. Although not tied to a single discipline, riskijulgust is often discussed in the context of behavioral and consumer risk research, where seasonal factors are seen as moderators of risk perception and decision making.

Its conceptual framework includes risk appraisal (assessing likelihood and potential impact), emotional drivers (social norms, guilt, joy, celebration), and behavioral responses (hedging, postponement, risk amplification). Researchers use qualitative interviews, scenario analysis, and consumer behavior observations to identify patterns in decision making during high-stakes seasons and to distinguish holiday-specific effects from general risk tendencies.

Applications span consumer finance, travel safety, event planning, and public messaging aimed at reducing excessive exposure to financial or health risks during festive periods. Critiques note that riskijulgust remains largely theoretical, with limited empirical validation and potential cultural bias. Proponents argue it helps integrate affective and social factors into risk models and improved communication strategies around seasonal uncertainty. See also risk perception, behavioral economics, and affective forecasting.