The impact of Airbnb cover photo shot-scale presentation on consumer decisions

The growing competition for Airbnb properties is making their visual appeal increasingly important. Drawing from the elaboration likelihood model theory, this study aims to investigate the impact of Airbnb cover photo shot-scale presentation on consumer decisions (i.e., click-through and booking intention). Four experiments were conducted focusing on consumers’ click-through and booking intentions with different experimental stimuli. In particular, the results of Study 1 ( N = 239) demonstrated the interaction effect of shot-scale presentation and regulatory focus, showing that consumers’ promotion focus (vs prevention focus) increases their click-through and booking intentions for panoramic (vs close-range) cover photo. Study 2 ( N = 176) replicated the findings of Study 1 by manipulating consumers’ regulatory focus as a state. Study 3 ( N = 201) revealed the mediation role of the depth of information processing between the interaction effect and consumers’ click-through and booking intentions. Study 4 ( N = 260) further conducted a robustness check to confirm the reliability of the findings. This research bridges photography and hospitality visual marketing literature, enriches theories on visual persuasion and marketing, and offers hosts and platform suggestions on how to use shot-scale to facilitate consumers’ decisions.