Home and away: Why do consumers shy away from reporting negative experiences in the peer‐to‐peer realms?. Issue 12 (23rd September 2019)

• Record Type: Journal Article
• Authors: Osman, Hanaa; D'Acunto, David; Johns, Nick
• Is Part Of: Psychology & marketing. Volume 36:Issue 12(2019)
• Page Start: 1162
• Page End: 1175
• Publication Date: 2019-09-23
• Subjects: airbnb -- here and there -- home and away -- online reviews -- reporting bias -- social distance; Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.21264
• Languages: English
• ISSNs: 0742-6046

Abstract

Abstract: This study investigates how customers use their construct of "home" in evaluating their experience in peer‐to‐peer rented accommodation, as opposed to traditional hotels. The literature has paid considerable attention to people's perceptions of destinations, but almost none to their perceptions of "home" and its complexities whilst visiting a destination. We examine the relationships between the concepts of "home" or "here" represented in peer‐to‐peer accommodation and the construct of "away" or "there" represented in traditional hotels. A mixed‐method approach determines the existence of bias in reporting behavior. Our findings indicate that there is a consistent review gap between institutional actors and peer‐to‐peer actors. Also, consumers of peer‐to‐peer accommodation prefer not to engage in negative reporting if a bond with the host is developed. This perception of a home shapes consumers' relationship with the host and leads to reporting bias. This study provides clear theoretical insights to advance our knowledge about the underlying motives behind reporting behavior of negative experiences. Furthermore, it offers practical implications for both institutional and peer‐to‐peer contexts.