Do it yourself effect on restaurants – The pandemic effect: Driven by the fear appeal theory

Using the stimulus-organism-response framework and norm activation theory model, the objective of this study is to gain insights into the effect of fear appeal due to stimuli manipulations (namely; Covid-19 knowledge, disease deterrence, family norms) on diners’ behavior (namely; frugality and self-...

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Bibliographic Details
Published in:Journal of hospitality and tourism management 2021-09, Vol.48, p.76-87
Main Authors: Goyal, Anita, Verma, Pranay
Format: Article
Language:English
Subjects:
Conspicuous cooking
Covid-19 knowledge
Disease deterrent
Family norms
Perceived economic well-being
Self-efficacy
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Summary:Using the stimulus-organism-response framework and norm activation theory model, the objective of this study is to gain insights into the effect of fear appeal due to stimuli manipulations (namely; Covid-19 knowledge, disease deterrence, family norms) on diners’ behavior (namely; frugality and self-efficacy), and their subsequent responses (namely; perceived economic well-being and conspicuous cooking). An online survey was conducted to study how people with dining-out habits were switching to home cooking during the Covid-19 lockdown. Results suggest that fear appeal serves through the three stimuli resulting in frugality and self-efficacy, which energize them to perceived economic well-being and conspicuous of their cooking. This empirical research looks at theoretical implications concerning consumer behavior in the context of dining-out vis-à-vis home cooking during pandemic along with possible implications on the restaurant business.
ISSN:1447-6770
1447-6770
DOI:10.1016/j.jhtm.2021.05.010