Influence of satiation on consumer behavior in hospitality

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...

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Bibliographic Details
Published in:Psychology & marketing 2022-04, Vol.39 (4), p.667-682
Main Authors: Becerril‐Castrillejo, Ismael, Muñoz‐Gallego, Pablo Antonio
Format: Article
Language:English
Subjects:
Consumer behavior
hedonic
hospitality
Hospitality industry
hotel pricing
satiation
Willingness to pay
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Summary: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.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.21610