Deriving happiness through extraordinary or ordinary brand experiences in times of COVID-19 threat.

The authors examined how the joint effect of brand experience type (ordinary vs. extraordinary) and COVID-19 threat on consumer happiness changed at different stages of the COVID-19 pandemic. The findings from five studies, with the COVID-19 threat and lockdown status measured as well as manipulated, suggest that COVID-19 threat exerts converse moderating influences on the extraordinariness-happiness relationship under no lockdown and lockdown.