“Chef recommended” or “most popular”? Cultural differences in customer preference for recommendation labels

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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.

Original languageEnglish (US)
Article number102390
JournalInternational Journal of Hospitality Management
Volume86
DOIs
StatePublished - Apr 2020

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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