Chronic loneliness is a serious social problem that appears to be on the rise, and more so after the global COVID-19 pandemic. Some firms have introduced consumer services aimed at fostering social connection, particularly ones that promote interpersonal touch. Such strategies are presumably...

Combining conceptual perspectives from emerging research on COVID-19, safety-seeking motivations, and extremeness aversion in choice (i.e., compromise effects), we examine how and why the perceived threat of COVID-19 affects consumers’ choice and decision making in the hotel and restaurant...