Mass media, interpersonal, and normative referents. The influence of mass media and interpersonal referents was measured with four items each, and eight items were used to measure normative referents. All 16 of these items were adapted from scales developed by Bearden et al. (1989).
Emotional value and value for money. Items measuring per- ceived emotional value and value for money were adapted from the PERVAL perceived value scale (Sweeney and Soutar 2001). To reflect the travel behavior under investigation and the literature on generational cohorts (Noble and Schewe 2003; Cleaver and Muller 2002; Patterson and Pegg 2009), two items in the PERVAL scale were replaced by two items specifically referring to excitement and sense of accomplishment. For example, Noble and Schewe (2003) highlight the importance of these two emotional values, particularly for Generation Y members. Other studies propose that Baby Boomers seek stimulating and self-fulfilling experiences (e.g., Cleaver and Muller 2002; Patterson and Pegg 2009). Items measuring value for money remained consistent with Sweeney and Soutar’s (2001) wording for all items, except on one occasion where the word product was substituted for experience.