Abstract: The subject of the study is the dynamic characteristics of happiness. The theoretical aspects of highlighting the context of temporality in happiness research are highlighted. The importance of time perspective for understanding happiness as a sociocultural phenomenon, as well as subjective well-being, is considered. The characteristics of delayed models of happiness are highlighted, influencing the perception of current life as an approach to a happier future. The empirical basis of the study is the results of a sociological study of Russian residents aged 18-60 years (n=1170) using an online survey conducted in September 2024 in capital cities (Moscow, St. Petersburg), the regional center (Ekaterinburg) and cities of the Sverdlovsk region. The novelty of the study lies in the identification and comparison of subjective assessments of happiness in a time perspective, past – present – future, which made it possible to identify an inclined trajectory of assessment of subjective well-being. The assessment of life satisfaction as a whole is shown to shift to lower levels in comparison with the assessment of current happiness. A contradiction has been revealed between the expectation of a better future and the uncertainty in its implementation. The use of a generational approach made it possible to fix temporality in the context of the influence of age and life experience on the perception of happiness, generational inequality of happiness and the convergence of assessments of chronic and current happiness with increasing age. Prospects for research on the topic are identified related to the insufficiency of quantitative measurement of the dynamic characteristics of happiness and the possibilities of identifying narratives in describing the temporality of the life experience of happiness, including its deferred models.

Abstract: The object of this research is the banking pension investment and the subject of the research is the analysis and evaluatino of banking and investment risks by consumers of banking services. The authors of the article discuss approaches to understanding risk as a phenomenon of modern life and specifics of sociological analysis of risks in relation to the banking services market and pension investment. The authors offer a model for evaluation of risks by banking services consumers as a ground for understanding models of pension investments. The authors also raise a question about criteria and degree of rationality of consumer behavior aimed at evaluation of banking risks and their minimization. The article provides results of the sociological survey that involved clients of Yekaterinburg banks. The respondents aged 18 - 55 years. The purpose of the survey was to define factors that influence their choice of a bank, evaluated risks, trust in banking and financial systems, planned sources of pension. The results of the research have allowed to classify all consumers into groups depending on their attitude to risky banking operations as well as to fix a number of contradictions that arise when consumers evaluate banking services. The lack of financial literacy and orientation at stereotyped and simplified images of banks when making a decision make consumers create and intensify uncertainty of the banking sphere. Banking investments are viewed as a source of 'fast' money which limits their use for long-term pension investments. Solution of this problem can become one of the key tasks of information and educational policy in the sphere of pension provision.