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Always best or good enough? The effect of ‘mind-set’ on preference consistency over time in tourist decision making

Li, Qiuyun; Li, Chunxiao; McCabe, Scott; Xu, Hong


Qiuyun Li

Chunxiao Li

Professor of Marketing and Tourism

Hong Xu


ABSTRACT: Where a lengthy period is available for the choice of tourist destination, people’s tendency to change their minds can be pronounced. This makes the investigation of preference (in)consistency of great interest. Here, we integrate construal level theory (CLT) with mind-set theory, for the first time, to explore the moderating effect of an internal factor (i.e. mind-set) on preference shifts from desirable to feasible attributes over time. The results of four choice experiments suggest that, compared with people with a satisficing mind-set, people with a maximizing mind-set are reluctant to sacrifice desirability for feasibility, which counters the inclination to alter preferences as the decision time approaches. Furthermore, we found that different preference patterns between maximizers and satisficers are not connected to desirability but result from maximizers’ consistency in placing less importance on feasibility. Implications for future studies and destination marketers are outlined


Li, Q., Li, C., McCabe, S., & Xu, H. (2019). Always best or good enough? The effect of ‘mind-set’ on preference consistency over time in tourist decision making. Annals of Tourism Research, 75, 186-201.

Journal Article Type Article
Acceptance Date Jan 7, 2019
Online Publication Date Jan 28, 2019
Publication Date Mar 31, 2019
Deposit Date Jan 14, 2019
Publicly Available Date Jan 29, 2021
Journal Annals of Tourism Research
Print ISSN 0160-7383
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 75
Pages 186-201
Keywords destination choice; temporal distance; construal level theory; satisfying and maximizing mind-set.
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