Yan Xin, Yan Xiong, Huang Xiaoying, Zhao Linglan, Liu Ying
Institute of Tourism and Cultural Industry, Yunnan University of Finance and Economics, Kunming, China.
School of Tourism and Hotel Management, Yunnan University of Finance and Economics, Kunming, China.
Sci Rep. 2025 May 30;15(1):19052. doi: 10.1038/s41598-025-01245-2.
This study examined how taste compensation is affected by mortality salience and its mechanisms during the pandemic. It conducted four studies and confirmed that mortality salience can cause consumers to seek stronger taste compensation, and the mediating role of compensation motivation. Additionally, low self-efficacy leads consumers to rely more on external compensation, as the impact of mortality salience upon compensating motivation can be negatively moderated by self-efficacy. This study identified new antecedents of F&B taste that add to the literature on compensatory consumption and pandemic research. It also helps hospitality managers and marketers to better understand consumers' dietary preferences and modify their business strategies accordingly during and after the COVID-19 outbreak.
本研究探讨了在疫情期间，死亡凸显性如何影响味觉补偿及其机制。该研究进行了四项实验，证实了死亡凸显性会使消费者寻求更强的味觉补偿，以及补偿动机的中介作用。此外，自我效能感低会导致消费者更多地依赖外部补偿，因为自我效能感会对死亡凸显性对补偿动机的影响产生负向调节作用。本研究确定了食品饮料味觉的新前因，丰富了补偿性消费和疫情研究的文献。它还有助于酒店经理和营销人员更好地理解消费者的饮食偏好，并在新冠疫情爆发期间及之后相应地调整他们的商业策略。
