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The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and their preferences during product consumption. In this study, the authors especially focus on individual preferences during a wine tasting experience.

A consumer neuroscience experiment was carried out with 26 participants that evaluated different red wines while their brain activity was recorded with EEG. A within-subjects design was employed and the experiment was carried out in two sessions. All participants took part in a blind taste session (no label session), in which information about the wine was not disclosed, and a normal taste session (label session), during which the bottle and its label were visible.

The findings suggest that EEG is a useful tool to study brain activity during product experience. EEG has high temporal resolution, low costs, small dimensions and superior manoeuvrability compared to other consumer neuroscience tools. However, it is noticed that there is a lack of solid theoretical background regarding brain areas (e.g. frontal cortex) and brain activity (e.g. brain waves) related to consumer preferences during product experience. This lack of knowledge causes several difficulties in replicating and validating the findings of other consumer neuroscience experiments for studying consumer behaviour.

The experiment presented in this paper is an exploratory study. It provides insights into the possible contribution of EEG data to the prediction of consumer behaviour during product experience.

People have unconscious motives which affects their decision-making and associated behavior. The paper describes a study using thematic apperception test (TAT) to measure how unconscious motives influence travelers' interpretations and preferences toward alternative tours and hotels. Using the TAT, the present study explores the relationships between three unconscious needs: (1) achievement, (2) affiliation, and (3) power and preferences for four package tours (adventure, culture, business, and escape tours) and for seven hotel identities (quality, familiarity, location, price, friendliness, food and beverage, and cleanliness and aesthetics). The present study conducts canonical correlation analyses to examine the relationships between unconscious needs and preferences for package tours and hotel identities using data from 467 university students. The study scores 2,438 stories according to the TAT manual to identify unconscious needs. The findings indicate that (1) people with a high need for affiliation prefer an experience based on cultural values and hotels that are conveniently located, (2) individuals with a high need for power indicate a preference for high prices and good value for their money, and (3) people with a high need for achievement prefer a travel experience with adventure as a motivation. The study findings are consistent with previous research of McClelland (1990), Wilson (2002), and Woodside et al. (2008) in exploring impacts of the unconscious levels of human need.

This empirical study investigated the relationships among leisure behaviors and life satisfaction of Thai labors in Taiwan. Convenience sampling and several statistical techniques were adopted. The key findings were (1) Leisure preference, participation, constraint, satisfaction, and overall life satisfaction are influenced by one's socioeconomic background. (2) Because of living in a new country, Thai labors' past and current leisure participations although are strongly related, they are different. In addition, the relation between their leisure preference and participation was found significant when living in Thailand but not when living in Taiwan. (3) The constraints preventing Thai labors from participating in leisure activities in Taiwan were found. They significantly reduced one's leisure participation and satisfaction. (4) A positive relationship between Thai labors' leisure participation and leisure satisfaction in Taiwan was found along with the finding that their leisure satisfaction was also positively related to their life satisfaction.

Tourism development can reduce the economic disadvantages of indigenous tribes; however, it is also reproached for the destruction of local culture. The challenge for tourism and culture is to reach those diverse audiences through a multicultural marketing perspective for managers to make decisions. Therefore, learning the activity preferences of tourism experiences and creating the value of indigenous tourism by strategies are essential indicators of this research.

The knowledge lacks cultural understanding and the acceptance of prices concerned with indigenous tourism. This research introduces the value of cultural experience into indigenous tourism experiences and establishes a link between the attributes of tourists' preferences and tourism. The data mining methods are used to analyze relevant indigenous tribal data on the cultural experience.

By providing a different quality of service for various tourists, it is expected to improve the sustainable tourism of the tribe through the experiential value of different attributes and strategies of push–pull factors.

The experiential activities are based on second-hand data collected from Taitung's indigenous tourism activities, and sample data are the domestic tourism experiences of tourists over the past year. Through empirical analyses, the attributes of tourists' preferences can create the value of the cultural experience for indigenous tourism.

This research explores how indigenous cultural experience can be communicated via learning the value of cultural experience to formulate effective strategies.

This paper aims to reveal the similarities and variances in activity patterns among those traveling alone and with a different mix of travel companions in the context of nature-based tourism.

In this research, five different travel parties (alone, with small children, with older children, with friends and with partner) and 25 tourist activities are research variables. The study selects Norway as the destination country in relation to activity patterns. Its data, collected from a questionnaire survey of residents from the United Kingdom, Sweden and France, contain 6,935 responses.

The study finds that traveling with a partner is the preferred mix for traveling to Norway. A correspondence analysis on activity patterns reveals that traveling with friends and traveling with a partner show some similarities in activity patterns, where the other three groups prove notable differences in activity patterns compared to these two groups.

The study empirically tests the relationship between the mix of travel party and the choice of tourist activity in the context of nature-based tourism in Norway. It provides new market insights that can assist tourism businesses to further tailor products and services to traveling public involving different types of companions.

The purpose of this paper is to examine how the number of activities within a multi-activity experience influences consumer preferences before and after consumption.

The hypotheses are tested using four experiments and a secondary data set from a river cruise firm that includes first-time river cruise purchases by consumers from this firm between January 2011 and December 2015 (n = 337,457).

Consumers prefer experiences with fewer (vs more) activities before consumption – a phenomenon, this paper calls “activity apprehension” – but prefer experiences with more (vs fewer) activities after consumption. A mediation analysis indicates that this phenomenon occurs because the highly perishable nature of activities makes consumers uncertain about their ability to use all the activities within the experience (usage uncertainty).

Evaluations of a multi-activity experience depend on both the number of activities and on whether the consumer is at the pre- or post-consumption stage of the customer journey. As such, firms looking to sell multi-activity experiences should design and promote these experiences in a way that minimizes activity apprehension.

This study is the first to demonstrate that consumer perceptions of an optimal experience depend on both the number of included activities and on the stage of the customer journey (i.e. pre- or post-purchase). It further contributes to the consumer experience literature by examining an unexplored activity characteristic, perishability, in shaping experiential purchase decisions. Finally, it demonstrates a new way in which experiential purchases differ from tangible product purchases.

The purpose of this paper is to describe a support system to the selection of enrichment activities in educational environment called RunayaySoft, where Runayay comes from the word Quechua that means develop and Soft as it is an informatics tool that supports the educational institutions and their students, in the selection of activities that allow foster some of their skills based on their interests, learning styles, aptitudes, multiple intelligences, preferences and so on. Moreover, it suggests institutions about the activities that they should make in their building considering student´s characteristics and the agreements that they have.

It does a diagnostic for identifying which characteristics are going to be considered to students and institutions. Then, it generates adaptive profiles with the aim of generating suggestions of enrichment activities that allow to boost some of their skills. For the students were considered their preferences, learning style, aptitude, multiple intelligences and interests. In the case of institutions were the agreements, resources and activities that they develop. Based on this information, it defines the relations for the generation of suggestions of activities toward students, where it does the prioritization of which activities should be considered.

For validating the system, it was done as a functional prototype that generates suggestions to students, as well as educative institutions, through a satisfaction test student assess if they agree or disagree with the suggestions given. With that assessment, it is validated the relationship between student’s characteristics, activity and institution are related for generating activities suggestions.

RunayaySoft generates adaptive profiles for the students, activity and institution. Each profile has information that allows adapt an advice toward students and institutions.

RunayaySoft considers student’s characteristics, activities and educational institutions for generating suggestions for enrichment activities that allow to boost some of their skills. Many times, when activities are generated in educative institutions, they are not considered a learner’s needs and characteristics. For that reason, the system helps institutions to identify activities that should be done in their facilities or with those institutions which they have agreements when the institutions that students come from do not have the required resources.

RunayaySoft suggests enrichment activities to students as well as educative institutions. For students, it suggests disciplinary areas where they can boost their skills; for each disciplinary area are recommended activities based on their preferences. Once students select the disciplinary area and activities, the system suggests educative institutions activities that they can do. If the institutions do not have the necessary facilities, the system shows with which other institutions they can set agreements. Moreover, it supports educative institutions to identify enrichment clusters, where it clusters students based on similar interest, allowing institutions to identify the activities that they should focus on.

This study aims to investigate the differences in participation patterns between children with autism spectrum disorders (ASD) and children with typical development (TD) in Jordan.

The study used a cross-sectional comparative design and convenient and snowball sampling. The sample consisted of 60 children (30 ASD and 30 TD), mean age (nine years), who completed the Children’s Assessment of Participation and Enjoyment and the Preferences for Activities of Children (CAPE/PAC) via interview. Analyses consisted of descriptive statistics and Mann-Whitney U tests.

Children with ASD had significantly lower participation Diversity (U = 24.00, p < 0.000) and Intensity (U = 110.00, p < 0.000) than children with TD. In addition, children with ASD had significantly lower participation preference in Physical (U = 145.50, p < 0.000), Self-Improvement (U = 163.50, p < 0.000), Skill-Based (U = 281.00, p = 0.01), Social activities (U = 307.50, p = 0.03) and total PAC scale score (U = 246.50, p = 0.003). However, children with ASD had significantly higher Enjoyment (U = 274, p < 0.000) than children with TD.

Children with ASD have restricted participation patterns due to certain ASD features like extreme sensory processing patterns. However, limited research compared participation patterns between school-aged children with ASD and children with TD. This study concluded that participation patterns in children with ASD are different from children with TD.

This paper aims to contribute to urban tourism segmentation studies by examining the role of culture as a motivation for city visits, different preferences for activities and the demographic factors that influence activity choices. This study also compares the memorability of the trip across the segments identified based on their undertaken activities.

This paper draws on questionnaire data that was collected from 614 tourists in Budapest, Hungary. Tourist segmentation was based on a two-step procedure: principal component analysis and Hierarchical Cluster Analysis. Multinomial logistic regression was applied to reveal the effect of different demographic and travel-related characteristics on the segments.

The research revealed that cultural activities are still the most important motivation for urban tourists and that cultural tourists constitute the biggest segment (43%). They show a preference for heritage sites, museums and galleries rather than performing arts and festivals. Multinomial logistic regression showed that party tourists can be differentiated from cultural tourists and city break tourists predominantly by age and travel status. Older age groups and women are more likely to be interested in heritage sites, museums and galleries. Party tourists found their experience significantly more memorable than any other group and were much more likely to re-visit and recommend.

Overall, this study provides useful information for destination management organisations and city agencies about which activities to promote and how to segment and potentially target tourists. This study did not include lifestyle and personality factors, secondary and complementary attractions or cultural proximity and distance.

There have been relatively few recent studies on urban cultural tourism segmentation, especially in whole destinations rather than at individual attractions, it was therefore considered timely to re-visit this area of research. This paper reinforces the importance of segmentation studies in tourism and analyses the changing motivations and activity preferences of urban cultural tourists over time.

The purpose of this paper is to examine the technical and relational value proposition preferences of credit union members and to examine the relationship between their preference and patronage activity.

A total of 800 members of credit unions were surveyed. Exploratory factor analysis was used and four factors were extracted incorporating technical and relational dimensions of the credit union service. Member value proposition preferences are examined and the relationship to patronage activity of the credit union was explored.

The majority of members express a higher or equal preference for a relational rather than a technical value proposition. Those that express a greater or equal preference for relational value are more likely to have a higher level of patronage activity.

Credit unions are member-owned financial institutions and hence the study is context dependent. Credit unions are member-owned financial institutions and hence relational value may be more significant than in the case of non-member owned entities.

The research highlights the importance of consideration of relational value in financial services entities whose competitive advantage lies in the relational. In terms of the credit union, the impact on the relational value proposition of the credit union must be considered in the design and implementation of industry restructuring.

This paper extends the emotional value and interactive quality construct to incorporate a greater relational focus which the paper suggests is of greater relevance to high-contact financial services. The research in this paper also extends beyond the criticised static focus of consumer perceived scales (consumer perceived value) and the episode focused service quality scales. Hence, it has a more longitudinal and holistic focus. The paper also incorporates a preference between benefits approach rather than an evaluative or trade-off between benefits and costs framework.