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How to effectively present “book now, pay later”: the effects of appeal type, temporal distance, and traveler type on attitudes and purchase intentions

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  • Yisak Jang

    (University of New Orleans)

  • Yan Cao

    (Oklahoma State University)

Abstract

In today’s hotel industry, increasingly more hotels offer additional options on their booking websites, such as “book now, pay later.” Despite the prevalence of this phenomenon, methods to present this option more effectively have received limited attention. Using a 2 × 2 × 2 experimental design, this research examines how appeal type (attribute versus benefit appeals) and temporal distance (i.e., time of booking) jointly influence evaluations of the “pay later” option; it also investigates whether the joint effect has a boundary condition. The results demonstrated that leisure travelers planning a trip in the near future had more positive attitudes and greater purchase intentions when the “pay later” option was presented via an attribute appeal rather than a benefit appeal. However, leisure travelers planning a trip in the distant future did not exhibit such differences in attitudes and purchase intentions. Furthermore, this research revealed that the joint effect of appeal type and temporal distance was evident only for leisure travelers but not for business travelers.

Suggested Citation

  • Yisak Jang & Yan Cao, 2025. "How to effectively present “book now, pay later”: the effects of appeal type, temporal distance, and traveler type on attitudes and purchase intentions," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 24(2), pages 101-110, April.
    • Handle: RePEc:pal:jorapm:v:24:y:2025:i:2:d:10.1057_s41272-024-00485-7
    DOI: 10.1057/s41272-024-00485-7
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    References listed on IDEAS

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    1. Hakkyun Kim & Akshay R. Rao & Angela Y. Lee, 2009. "It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 877-889, April.
    2. Yisak Jang & Li Miao & Chih-Chien Chen, 2023. "Book now, pay later: the effects of delays in payments and temporal distance on consumers’ perceptions and purchase intention," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 22(5), pages 374-384, October.
    3. Scott Wright & Chris Manolis & Drew Brown & Xiaoning Guo & John Dinsmore & C.-Y. Chiu & Frank Kardes, 2012. "Construal-level mind-sets and the perceived validity of marketing claims," Marketing Letters, Springer, vol. 23(1), pages 253-261, March.
    4. Choi, Yung Kyun & Seo, Yuri & Wagner, Udo & Yoon, Sukki, 2020. "Matching luxury brand appeals with attitude functions on social media across cultures," Journal of Business Research, Elsevier, vol. 117(C), pages 520-528.
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