“…In the tourism literature, the influence of situational consideration on a traveler's behavior is found on various topics, such as gift giving/keeping (Dodd, Laverie, Wilcox, & Duhan, ), emotional state (Brunner‐Sperdin, Peters, & Strobl, ; Han & Back, ), enduring involvement (Chang, ), vacation resort selection (Bieger & Laesser, ), travelers' information search (Chaudhuri, ; Fodness & Murray, ), restaurant dining (June & Smith, ), and wine purchase (Hall et al, ; Hirche & Bruwer, ). Overall, researchers assert that the consumption situation expected to encounter is related to the buyer's decision making process for purchase (Belk, ; Chow et al, ; Lai, ; Lee et al, ; Quester & Smart, ).…”