Power distance belief decreases risky recreation consumption via sensation seeking

Abstract

Risky recreation consumption (e.g., bungee jumping) has grown rapidly across the globe with Europe representing the largest market, compared to the Asia-Pacific area. However, seldom does research examine risky recreation consumption from a cultural perspective, although its consumption growth shows great differences across regions. This article investigates how power distance belief (hereafter PDB), as an important cultural dimension, affects risky recreation consumption. We propose that PDB decreases risky recreation consumption via sensation seeking. Perceived economic mobility is proposed to moderate the above effect so that consumers with low (vs. high) PDB are more (vs. less) likely to engage in risky recreation consumption when they perceive high (vs. low) economic mobility. We demonstrate these effects with six studies. Study 1a reveals a negative correlation between chronic PDB and risky recreation consumption. Study 1b primes PDB to establish a causal relationship between PDB and general risky recreation consumption propensity. Study 1c manipulates PDB to establish a causal relationship between PDB and specific risky recreation consumption activities. Study 1d enhances the generalizability of the focal relationship by using a different set of risky recreation consumption activities. Study 2 tests the mediating role of sensation seeking, and Study 3 examines perceived economic mobility as the boundary condition for the above relationship. Companies in the risky recreation industry could benefit from our findings in understanding different ways of communicating with high- versus low-PDB consumers.