What Has the Most Impact? An Exploration of Dual-Processing Systems in Hotel Booking Decisions

This research explores the role of dual-processing systems in evaluating complex information on online travel agency (OTA) websites, explicitly focusing on the transformative effects of multiple cues considering information sources. Two experimental studies were conducted to explore the processing modes of information using priming in assessing the impact of a controllable cue (brand in study 1 and scarcity in study 2 and an uncontrollable cue (customer ratings). The findings indicate that customer ratings function as a primary cue. With positive priming producing heuristics, the value of a brand offsets the negative impact of low ratings, while it is disregarded with high ratings. The perceived value of scarcity aligns consistently with customer ratings due to its inherent uncertainty with irrelevant priming triggering a systematic mode. This research advances the understanding of customers’ evaluation of complex information and suggests practical guidelines for implementing optimal marketing strategies in OTA settings.