“Chef recommended” or “most popular”? Cultural differences in customer preference for recommendation labels |
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| Institution: | 1. School of Hospitality Management, The Pennsylvania State University, 221 Mateer Building, University Park, PA 16802, United States;2. School of Hospitality Management, The Pennsylvania State University, 224 Mateer Building, University Park, PA 16802, United States;1. IULM University, Department of Business, Law, Economics and Consumer Behaviour, via Carlo Bo 1, 20143 Milano, Italy;2. University of Insubria, Department of Law, Economics and Cultures, via Sant’Abbondio 12, 22100 Como, Italy;3. University of Portsmouth, Department of Marketing and Sales, Richmond Building, Portland Street, PO13DE Portsmouth, UK;1. Department of Business Administration, Earl G. Graves School of Business and Management, Morgan State University, Baltimore, MD, 21251, USA;2. Howard Feiertag Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA;1. School of Hospitality Management, The Pennsylvania State University, United States;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong;1. Department of Nutrition, Dietetics, & Hospitality Management, College of Human Sciences, Auburn University, 328 Spidle Hall, Auburn, AL 36849-5605, United States;2. ROWE Endowed Assistant Professor of International Studies, Department of Nutrition, Dietetics, & Hospitality Management, College of Human Sciences, Auburn University, 328C Spidle Hall, Auburn, AL 36849-5605, United States;3. Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Polytechnic Institute and State University, 362 Wallace Hall, 295 West Campus Drive, Blacksburg, VA 24061, United States |
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| Abstract: | Despite the widespread use of recommendation labels on restaurant menus, no prior research has investigated their impact on diners’ menu decisions. To bridge that gap, this study examines the joint effect of recommendation type (chef recommended vs. most popular) and culture (individualistic vs. collectivistic) on diners’ purchase intention. The results indicate that Indians showed higher levels of purchase intention when the recommendation involved a popularity (vs. expertise) cue, while Americans responded more favorably to an expertise (vs. popularity) cue. Furthermore, this study demonstrates that self-construal is the underlying mechanism explaining the culture effect for popularity cues. Theoretical and managerial implications are discussed. |
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| Keywords: | Recommendation labels Expertise Popularity Cross-cultural Self-construal |
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