Document Type

Conference Abstract

Publication Date

Spring 2024

Abstract

ABSTRACT

In some product and service categories concern for physical risk as a result of the product or service rendered is an inherent barrier to purchase. Meanwhile, the same perceived danger attracts thrill seekers who want (or need) a sense of adventure. In this exploratory research, the question of motive for and emotions associated with learning how to fly a plane are explored. When prompted risk is cited oftentimes as both a deterrent to engage in the activity and a motive to pursue it. This presents product and brand managers with the question of how to simultaneously assuage risk-related fear among some customers, while harnessing risk-related motives among others. In this current research, two data collections are reported in relation to flight training lessons. First, 60 in-person interviews were conducted, and initial thematic coding performed with the aid of Artificial Intelligence (AI) technology to assist manual coding producing 12 emotion-related themes. Second, survey results are reported indicating motivations and barriers toward private pilot flight training service. As a result, a well-fitted model predicts the likelihood to try lessons by four variables including thrill seeking risk and a motivation to start a new adventure, while simultaneously muted by cost, and the danger of physical risk.

Noting that in both stages of data collection, the interviews and survey were performed as exploratory research The consistent take-away, is that both risk aversion and risk seeking tendencies co-exist as a barrier and motivator to the specific service of pilot flight training.

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