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This research aims to elucidate why consumers decide to eat meals that seem to be higher in calories and salt, despite their goal being to consume fewer calories and sodium. Korean participants are to be used for this study. The present research further investigated the impacts of categorization and averaging bias in relation to the health halo phenomenon, specifically focusing on traditional food and textured vegetable protein (soy meat) burgers. Thus, the present research investigated how consumers' intentions contrasted with their consumption goals in food choice circumstances.

We partitioned the survey due to the COVID-19 epidemic. A single, well trained surveyor first surveyed customers at cafés in Seoul and six other Korean cities. We received 102 in-person survey replies. A total of 254 advanced degree or undergraduate students from two universities completed an online questionnaire. There are 356 responses. Two studies were conducted where participants were instructed to evaluate the perceived healthiness, calorie content, and sodium level of different food items. The specifics of each study are elucidated in the main body of the paper.

This study shows that Koreans categorize meals as virtue or vice depending on their perceived healthiness, validating the categorization effect. Furthermore, this research demonstrated that consumers' perceptions of the health benefits of traditional meals and soy meat burgers impact their categorization. Koreans also assessed the average of the vice and virtue and found vice-virtue combination meals healthier than the vice alone. This affects how calories and sodium are perceived. This study also shown that high virtue affects averaging bias more than weak virtue in meals with vice and virtue combo.

This study extended food categorization and averaging bias to non-US consumers and confirmed this contradictory meal choice is universal. Health halo also affects food health perception. The results of this study revealed that Koreans consider traditional food healthier than western junk food. Korean customers incorrectly assume soy meat burgers have fewer calories and sodium than regular burgers. Thus, this study explains Korean consumers' food health misconceptions related to paradoxical consumption.

Despite prior studies, little has been done to understand the advertising carry-over effect. The purpose of this study is to investigate the heterogeneous attributes of the carry-over effect by focusing on the differences between franchise and non-franchise firms.

The data were retrieved from the Compustat database and annual corporate financial reports (10-K) for five representative franchise industries from 1980 to 2009. Ultimately, 185 firms were included and 1,592 firm-year observations were analysed. This study used a Panel VAR (Vector Autoregression) to examine the effects of advertising on firm performance. We can control endogenous effects using Panel VAR, which also allows us to control unobserved firm-specific heterogeneity.

This study found that advertising had no effect on sales growth or brand equity in the long run for non-franchise firms and further confirmed that non-franchise firms incur agency costs. In contrast, the effect of advertising on sales growth and brand equity was significant for franchise firms. A carry-over effect of advertising on brand equity was detected for franchise firms, but sales growth rapidly decreased after two years.

Even though franchise firms retain the carry-over effect of advertising on brand equity, franchisors should carefully monitor market trends and their sales growth because sales growth rapidly decreased after two years.

This study incorporated the concepts of the delayed response effect and the customer holdover effect to better understand the advertising carry-over effect. From the results, this study proposed a more detailed concept of carry-over effects for further studies. From this perspective, this study makes both academic and industrial contributions.

The purpose of this study is to present a brief overview of hospitality finance/accounting (HFA) research and to propose the utility of interdisciplinary research in the HFA field.

This study outlines HFA research and adds a brief summary of mainstream finance and accounting research topics. To further improve HFA research, this study suggests the need for interdisciplinary research that could effectively integrate finance/accounting with other management subjects in the hospitality field.

Despite its importance, interdisciplinary research has not been given enough attention in the field of HFA. This study sheds light on the need for interdisciplinary research and proposes paths for conducting interdisciplinary HFA research, such as behavioral finance, marketing-finance interface, human resource management finance/accounting, etc.

This study suggests that the results of interdisciplinary HFA research can provide useful practical implications from shareholder and organizational perspectives in the hospitality industry.

Although the interdisciplinary research concept is not really new, it has not been extensively addressed in hospitality academia. In this respect, this study suggests expanding the horizon for HFA researchers.

The purpose of this study is to understand hospitality finance research through content analysis by examining articles published during the past two decades (1990 to 2009).

This study identified subject areas, methodologies, and citations from hospitality finance papers published in four major hospitality journals (Journal of Hospitality & Tourism Research, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, and Cornell Hospitality Quarterly).

A perusal of 113 hospitality finance articles suggested that researchers have focused on several subjects, such as risk management, financing, bankruptcy, and capital structure. Even though qualitative analysis was the most common method in the 1990s, the use of quantitative analyses dramatically increased during the recent decade.

The data were collected from four hospitality journals. If data were collected from more hospitality journals, the most common subjects and citations might be different from the results of this study.

This study offers readers a perspective on how hospitality finance research has been conducted recently and also suggests a big picture about the potential direction of future research.

This study provides valuable information about past and current research streams, as well as the direction of hospitality finance research. Compared with previous review studies, this study concentrated on a specific segment of hospitality research in order to improve basic understanding of what is going on in the hospitality finance research, which has never been examined before.

The purpose of this paper is to provide an understanding of the effects of advertising based on economic cycles. To comprehend advertising effects in the restaurant industry from an economic cycle perspective, this study investigated both short- and long-run advertising effects under periods of economic contraction and expansion and compared those effects between the two economic periods.

The data were collected from the COMPUSTAT database for the restaurant industry (SIC 5,812) from 1979 to 2010. To estimate the economic cycles, the 2005 year-based real gross domestic product (GDP) was used from the Bureau of Economic Analysis. Also, all variables were depreciated by the value of the US dollar in 2005. For estimation, a single equation error correction model was used to examine the short-term and long-term effects of advertising.

The results of this study indicated that both the short- and long-term effects of advertising on sales growth were more obvious in contraction periods than in expansion periods. However, the short-run effects of advertising on brand equity did not significantly differ between expansion and contraction periods. Further, the long-term effects of advertising on brand equity were greater in expansion periods than in contraction periods. The findings suggest that restaurant firms should not reduce their advertising budgets during periods of economic contraction to take advantage of superior sales growth outcomes during these periods.

The results of this study provide restaurant managers with useful practical implications. During economic contraction periods, restaurant managers should not reduce advertising budgets to take an ascendant position in terms of sales growth. Though the net positive effect at year t + 1 of contraction periods was smaller than that of expansion periods for sales growth, this is temporal and the long-run positive effect on sales growth spreads into future periods. Thus, a counter-cyclical advertising strategy could compensate for reduced sales from weak customer demands during economic contraction periods.

There have been many empirical studies on the advertising effect in the literature. However, this study examined whether the effects of advertising differ between economic expansion and contraction periods. This specificity is helpful for industrial practitioners as well as academic researchers.