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Influence of satiation on consumer behavior in hospitality
Author(s) -
BecerrilCastrillejo Ismael,
MuñozGallego Pablo Antonio
Publication year - 2022
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21610
Subject(s) - hospitality , accommodation , willingness to pay , hospitality industry , psychology , tourism , consumer behaviour , service (business) , marketing , advertising , social psychology , business , economics , microeconomics , geography , neuroscience , archaeology
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.