# The threat of COVID-19 will influence consumers’ taste compensation

## TL;DR

This study shows that during the pandemic, people who are more aware of death seek stronger taste experiences in food and drinks.

## Contribution

The study identifies new factors influencing taste compensation during the pandemic, including mortality salience and self-efficacy.

## Key findings

- Mortality salience increases consumers' desire for stronger taste compensation.
- Low self-efficacy makes consumers rely more on external compensation.
- Compensation motivation mediates the effect of mortality salience on taste preferences.

## Abstract

This study examined how taste compensation is affected by mortality salience and its mechanisms during the pandemic. It conducted four studies and confirmed that mortality salience can cause consumers to seek stronger taste compensation, and the mediating role of compensation motivation. Additionally, low self-efficacy leads consumers to rely more on external compensation, as the impact of mortality salience upon compensating motivation can be negatively moderated by self-efficacy. This study identified new antecedents of F&B taste that add to the literature on compensatory consumption and pandemic research. It also helps hospitality managers and marketers to better understand consumers’ dietary preferences and modify their business strategies accordingly during and after the COVID-19 outbreak.