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