Evolutionary Aspects of Scarcity Information with Regard to Travel Options: The Role of Childhood Socioeconomic Status

This research used three experimental studies to examine the effect of scarcity information on choosing a hotel room online. The studies also investigated the moderating role of the buyer’s childhood socioeconomic status (SES), using evolutionary perspectives and the life history theory. Our finding...

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Bibliographic Details
Published in:Journal of travel research 2022-01, Vol.61 (1), p.93-107
Main Authors: Park, Jooyoung, Kim, Jungkeun, Kim, Seongseop (Sam)
Format: Article
Language:English
Subjects:
Consumer behavior
Hotels & motels
Materialism
Reservation systems
Socioeconomic factors
Tourism
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Summary:This research used three experimental studies to examine the effect of scarcity information on choosing a hotel room online. The studies also investigated the moderating role of the buyer’s childhood socioeconomic status (SES), using evolutionary perspectives and the life history theory. Our findings revealed that travelers showed a preference for a hotel room option if they were given information that the room was scarce. This preference was stronger for travelers who had low childhood SES and who were low in materialistic traits. The findings of this empirical research add academic value by adopting the roles of heretofore novel concepts, childhood SES and materialism, in understanding the effects of consumer information messaging. The findings also add to the understanding of how context in online websites substantially affects potential travelers’ decision making. Therefore, this research will provide helpful guidance for making online websites more user-friendly and effective in their promotions to potential customers.
ISSN:0047-2875
1552-6763
DOI:10.1177/0047287520971040