Mimicking menu choices: Menu choice failure and blame attribution of Korean customer

Sunhee Seo, Kawon Kim

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Although behavioral mimicry occurs when customers make decisions, researchers have paid little attention to how behavioral mimicry might affect food choices and subsequent behavioral intentions, especially in social networking. Therefore, this study examined how menu choice failure after using menu referrals from online social networks affect blame attribution and subsequent behavioral intention. This study considered how uncertainty about menu, task importance and tie-strength with an online social network referral affects blame attribution and behavioral intention (customer satisfaction and revisit intention). 2 (Uncertainty; high versus low) × 2 (Task importance; high versus low) × 2 (Tie-strength; strong versus weak) between-subjects experimental design was utilized. This research provided evidence that people are less likely to blame a social media friend for the failure of menu choice when the consumers have low uncertainty about the menu, when the menu choice is less important to them, and when they have strong ties.

Original languageEnglish
Article number102456
JournalInternational Journal of Hospitality Management
StatePublished - Apr 2020

Bibliographical note

Funding Information:
This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea ( NRF-2017S1A5A2A01026772 )

Publisher Copyright:
© 2020


  • Blame attribution
  • Mimicking
  • Task importance
  • Tie strength
  • Uncertainty


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