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