Effects of price sorting display on extreme option choice aversion: The role of ease of comparison in multiple option displays

Jungkeun Kim, Seongseop (Sam) Kim, Jihoon Jhang, Jaeseok Lee, Chulmo Koo

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)

Abstract

Due to the popularity of online travel agency (OTA) booking platforms, OTAs display diverse information, including features of products, on their websites. Based on choice architecture literature, this study aimed to examine the effect of product quality and price sorting (vs. non-sorting) on extreme option choice aversion and identify the moderating effect of displays that made it difficult to read information. The results of a series of four experimental studies (total n = 2838 online panel members) demonstrated that the tendency to choose the non-extreme or middle-attributed options was stronger when quality and price were displayed sorted (vs. non-sorted). It was theorized that easy comparison of multiple options leads to decision-making. The positive effect of quality and price sorting on extreme option choice aversion was significantly reduced when customers had difficulty reading the displayed information.

Original languageEnglish
Article number104741
JournalTourism Management
Volume97
DOIs
Publication statusPublished - Aug 2023

Keywords

  • Choice architecture
  • Compromise effect
  • Extremeness aversion
  • Online travel agency (OTA)
  • Price
  • Quality
  • Sorting effect

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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