Romanticism and wanderlust: An effect of personality on consumer preferences



This study investigates the role of romanticism versus classicism in determining consumer preferences among various types of vacation trips. Specifically, it proposes a personality index intended to measure romanticism versus classicism (RC) and reports an experiment that supports both the reliability of the proposed a priori RC Index and its validity in moderating the utilities of two travel features (risk and warmth) as determinants of travel preferences. © 1995 John Wiley & Sons, Inc.