Business Commons^™

Seeking Reward Or Avoiding Risk From Restaurant Reviews: Does Distance Matter?, Esther Kim, Sarah Tanford

Department of Hospitality and Tourism Faculty Scholarship and Creative Works

Purpose

The purpose of this paper is to evaluate the extent to which consumers will exert more effort to avoid risk (negative reviews) versus seek reward (positive reviews) when making a restaurant decision.

Design/methodology/approach

This study investigates the influence of distance and review valence on restaurant decisions. A 2 (base restaurant review valence: negative, neutral) × 2 (target restaurant review valence: neutral, positive) × 2 (distance: 30 min, 60 min) between-subjects factorial design was used.

Findings

People exert more effort to seek a reward versus avoid a risk. People will drive any distance to dine at a restaurant with positive …

Simultaneous Effects Of Multiple Cues In Restaurant Reviews, Esther Kim, Sarah Tanford

Department of Hospitality and Tourism Faculty Scholarship and Creative Works

Purpose

The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making a restaurant decision.

Design/methodology/approach

This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion) on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive) × 2 (distance: close, far) × 2 (occasion: casual, special) between-subjects factorial design was used.

Findings

The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation and choice, a distance cue for …

Risk Versus Reward: When Will Travelers Go The Distance?, Sarah Tanford, Esther Kim

Department of Hospitality and Tourism Faculty Scholarship and Creative Works

Purpose – The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making

a restaurant decision.

Design/methodology/approach – This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion)

on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive)   2 (distance: close,

far)   2 (occasion: casual, special) between-subjects factorial design was used.

Findings – The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation

and choice, a distance cue …