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Optimum stimulation level and consumer attitudes toward time share second homes

University of Stavanger, Department of Business Administration, N-4036 Stavanger, Norway, havard.hansen{at}uis.no

Mehmet Mehmetoglu

University of Stavanger, Department of Business Administration, N-4036 Stavanger, Norway

This article simultaneously examines how a set of common key drivers of consumer attitudes affect consumers’ attitude toward Time share second homes, and how these effects may be moderated by the personality trait Optimum Stimulation Level (OSL). The findings support the main thesis that effects of the drivers of consumer attitudes toward Time share concepts depend on the OSL-level of consumers. That is, effects of the three drivers of consumer attitudes (value perception, risk perception, and knowledge possession) appear indeed to be different for Low and High OSL consumer groups. Value perception seems to be more important for High OSL consumers whereas risk perception and knowledge possession play a more salient role for Low OSL consumers. Theoretical and practical implications are also provided.

Key Words: consumer attitudes • novelty • Optimum Stimulation Level • second home • Time share

Journal of Vacation Marketing, Vol. 15, No. 4, 335-347 (2009)
DOI: 10.1177/1356766709335832


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