ARTICLE | Journal of Travel Research | Vol.61, 2022

Abstract

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.