TY - JOUR
T1 - COVID-19 and Extremeness Aversion: The Role of Safety Seeking in Travel Decision Making
AU - Kim, Jungkeun
AU - Park, Jooyoung
AU - Lee, Jaeseok
AU - Kim, Seongseop
AU - Gonzalez-Jimenez, Hector
AU - Lee, Jaehoon
AU - Choi, Yung Kyun
AU - Lee, Jacob C.
AU - Jang, Seongsoo
AU - Franklin, Drew
AU - Spence, Mark T.
AU - Marshall, Roger
PY - 2022/4
Y1 - 2022/4
N2 - Combining conceptual perspectives from emerging research on COVID-19, safety-seeking motivations, and extremeness aversion in choice (i.e., compromise effects), we examine how and why the perceived threat of COVID-19 affects consumers’ choice and decision making in the hotel and restaurant domains. Across seven studies (two studies from secondary data sets and five experimental studies), we provide novel evidence that the perceived threat or threat salience of COVID-19 amplifies the general tendency to select compromise options, avoiding extreme ones, within a choice set. We highlight the role of safety-seeking motivations as the underlying mechanism in the relationship between perceived threat and extremeness aversion in choice. We further document a boundary condition that the extremeness aversion effect is stronger for leisure travelers than for business travelers.
AB - Combining conceptual perspectives from emerging research on COVID-19, safety-seeking motivations, and extremeness aversion in choice (i.e., compromise effects), we examine how and why the perceived threat of COVID-19 affects consumers’ choice and decision making in the hotel and restaurant domains. Across seven studies (two studies from secondary data sets and five experimental studies), we provide novel evidence that the perceived threat or threat salience of COVID-19 amplifies the general tendency to select compromise options, avoiding extreme ones, within a choice set. We highlight the role of safety-seeking motivations as the underlying mechanism in the relationship between perceived threat and extremeness aversion in choice. We further document a boundary condition that the extremeness aversion effect is stronger for leisure travelers than for business travelers.
UR - http://www.scopus.com/inward/record.url?scp=85104711744&partnerID=8YFLogxK
U2 - 10.1177/00472875211008252
DO - 10.1177/00472875211008252
M3 - Article
AN - SCOPUS:85104711744
SN - 0047-2875
VL - 61
SP - 837
EP - 854
JO - Journal of Travel Research
JF - Journal of Travel Research
IS - 4
ER -