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Consumer responses to time-based sales messages

Author

Listed:
  • Yang, Bi
  • Li, Shanshi
  • Chen, Zhenyu
  • Mattila, Anna S.

Abstract

Although time-based sales messages (e.g., booked X times in the last Y hours) are frequently employed in the travel industry, their effectiveness has not been systematically examined in previous research. To fill this gap, we compare two types of sales messages: large total sales in a long term vs. large hourly sales in a short term (e.g., 72 times/24 h vs. 48 times/6 h). Our results indicate that most people tend to be more persuaded by hourly sales and that such a tendency is negatively related to individuals' experiential thinking style. We also find that displaying temporal information before sales volume increases the power of hourly sales among people low in experiential thinking style.

Suggested Citation

  • Yang, Bi & Li, Shanshi & Chen, Zhenyu & Mattila, Anna S., 2023. "Consumer responses to time-based sales messages," Annals of Tourism Research, Elsevier, vol. 99(C).
    • Handle: RePEc:eee:anture:v:99:y:2023:i:c:s0160738323000129
    DOI: 10.1016/j.annals.2023.103539
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