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- Title
Influence of satiation on consumer behavior in hospitality.
- Authors
Becerril‐Castrillejo, Ismael; Muñoz‐Gallego, Pablo Antonio
- Abstract
This study aims to contrast the nonlinear moderating effect of satiation—an emotional variable with proven influence over different consumer behaviors—on consumers' willingness to pay (WTP). With a longitudinal survey, the authors measured WTP across two stays for the same type and category of tourist accommodation. The results indicate that satiation exerts a U‐shaped moderating effect on the relationship between WTP across two repeat purchases of hedonic use service. Further, satiated customers are willing to pay up to 11.2% less than their previous stay, which contributes to satiation, hospitality, and hotel pricing literature.
- Subjects
CONSUMER behavior; HOSPITALITY industry; HOTEL sales &; prices; WILLINGNESS to pay; EMOTIONS
- Publication
Psychology & Marketing, 2022, Vol 39, Issue 4, p667
- ISSN
0742-6046
- Publication type
Article
- DOI
10.1002/mar.21610