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Collective Anxieties of Canadians During The COVID-19 Pandemic: The Angst-Free and Anxious Population Segments
The COVID-19 Pandemic in Canada represents a very troubling period as individuals confront a powerful "invisible" enemy killer in the form of the COVID-19 virus. This historical juncture is important to analyze because it constitutes a moment where collective anxieties become widespread and collective resources are mobilized to address them. Using market segmentation analysis, the purpose of the study was to produce a portrait of collective anxieties, paying special attention to the typical population segments in the Canadian population differentiated by their particular concerns about health and social conditions in the country and the world. The study used as its data source a survey sample of 4,600 adult Canadians aged 15 years old and over during the confinement period of March 29 2020 to April 3 2020 and collected by Statistics Canada. Attitudinal domain items (12 in total) included concerns about personal and household health, the health system, the ability to cooperate and support during and after the crisis, family stress and others. A market segmentation analysis using Principal Components and k-means cluster analysis of these domain items revealed the presence of six major population segments: Health Conditions Anxious (13%), Health System Overload Anxious (26%), Angst-Free (23%), Inner-Bubble Conditions Anxious (12%), Outer-Bubble Conditions Anxious (25%) and World Conditions Anxious (1%). Inner-Bubble Conditions Anxious members displayed the higher average scores of collective anxiety and Angst-Free members, the lowest. Market segmentation is a useful tool for decision makers to categorize population members by their typical attitudinal traits and, by doing so, facilitate better public campaigns, help design messages, and implement changes that can promote more efficient ways to deal with the various psycho-social consequences of the COVID-19 confinement.
|Collective Anxieties of Canadians During The COVID-19 Pandemic: The Angst-Free and Anxious Population Segments|
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