Purpose: The purpose of this paper is to evaluate the extent to which consumers will exert more effort to avoid risk (negative reviews) versus seek reward (positive reviews) when making a restaurant decision. Design/methodology/approach: This study investigates the influence of distance and...

Purpose: The purpose of this paper is to develop a scale to measure normative and informational influence in online traveler reviews. Design/methodology/approach: Through proper scale development techniques and a two-sample validation process, the resulting 2-factor, 11-item scale yields a...

Purpose: The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making a restaurant decision. Design/methodology/approach: This paper investigates the influence of priming (review prototype), effort (distance) and...