Preference for utilitarian or hedonic value options during a pandemic crisis: The moderation effects of childhood socioeconomic status and sensation-seeking.

This research investigated hospitality consumers' relative preferences for utilitarian or hedonic value under COVID-19 pandemic conditions. A series of four experiments and one secondary data analysis showed that the salience of the infectious disease threat increased consumers' preferences for hospitality options that provide relatively more utilitarian than hedonic value. Additionally, we identified two individual differences (i.