Effects of price sorting display on extreme option choice aversion: The role of ease of comparison in multiple option displays |
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| Institution: | 1. Department of Marketing, Auckland University of Technology, 120 Mayoral Drive, Auckland, 1010, New Zealand;2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;3. Department of Marketing and Management, College of Business, University of Central Arkansas, COB 312O, Conway, AR, 72035, USA;4. Department of Information Systems and Operations Management, University of Auckland, 12 Grafton Rd, Auckland, 1010, New Zealand;5. Smart Tourism Education Platform (STEP), Kyung Hee University, Kyung Hee Dearo 26, Seoul, Republic of Korea;1. CETT Barcelona School of Tourism, Hospitality and Gastronomy, Universitat de Barcelona, Av. de Can Marcet, 36-38, 08035 Barcelona, Spain;2. Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;1. Politecnico di Torino, Department of Management and Production Engineering, And FULL (The Future Urban Legacy Lab), Corso Duca Degli Abruzzi, 24, I-10129, Turin, Italy;2. Modul University Vienna, School of Tourism and Service Management, Am Kahlenberg 1, A-1190, Vienna, Austria;1. Research Centre for the Competitiveness of the Visitor Economy, School of Hospitality and Tourism Management, University of Surrey, Guildford, GU2 7XH, United Kingdom;2. Hotel and Tourism Research Centre, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China;1. Department of Tourism and Hospitality Management, School of Sport, Tourism and Hospitality Management, Temple University, 1810 N. 13th Street, Speakman Hall 332, Philadelphia, PA, 19122, USA;2. School of Hotel Administration, S. C. Johnson College of Business, Cornell University, 448 Statler Hall, Ithaca, NY, 14853, USA;3. College of Business and Management, VinUniversity, Vinhomes Ocean Park, Gia Lam District, Hanoi, Viet Nam |
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| Abstract: | Due to the popularity of online travel agency (OTA) booking platforms, OTAs display diverse information, including features of products, on their websites. Based on choice architecture literature, this study aimed to examine the effect of product quality and price sorting (vs. non-sorting) on extreme option choice aversion and identify the moderating effect of displays that made it difficult to read information. The results of a series of four experimental studies (total n = 2838 online panel members) demonstrated that the tendency to choose the non-extreme or middle-attributed options was stronger when quality and price were displayed sorted (vs. non-sorted). It was theorized that easy comparison of multiple options leads to decision-making. The positive effect of quality and price sorting on extreme option choice aversion was significantly reduced when customers had difficulty reading the displayed information. |
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| Keywords: | Price Quality Online travel agency (OTA) Sorting effect Extremeness aversion Compromise effect Choice architecture |
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