Search

Although there is wide agreement that the mere presence of others influences one's decision-making process, little research is conducted to understand whether the effect of the presence of others influences consumer behaviors in an online context. To fill this gap, the current research explores the effect of virtual presence on customer's willingness to book (WTB). The first study examines the interaction effect of a pictorial virtual presence of others and self-construal on WTB. The results demonstrate a higher booking intention among independent individuals when others are depicted in the hotel booking image. The second study examines the interaction effect of a descriptive virtual presence and gender on WTB. The results demonstrate a higher booking intention among females when a majority of customers who purchased the hotel room are females versus males. The results further indicate that a perceived similarity mediates the impact of a descriptive virtual presence and gender on WTB among females. • Displaying other customers in the hotel booking image heightens booking intention only among interdependent customers. • Presenting descriptive information of previous customers heightens booking intention only among female customers. • Perceived similarity mediates the joint effect of virtual presence and gender on booking intention among female customers. [ABSTRACT FROM AUTHOR]

$159.99, 159.38 or $160.00? The phenomenon of pricing around a rounded number, with apparent preciseness, is commonly observed in the marketplace. Much research has been conducted in the general area, and has established that the use of precise prices, those without a zero-ending, tends to lead to increased sales and to a more positive customer attitude. To date, the best explanation offered is that most people read from left to right, so the last numbers of a price may be less salient than the leading numbers. In an endeavor to establish a better understanding of the phenomenon, this research consists of five experiments in a tourism context to first clarify the phenomenon and account for possible alternative explanations, and then to provide empirical evidence that different representations of price can imply different construal levels, and thus influence consumers' choice preference in tourism marketing. • Examines the impact of precise versus rounded prices on customer preferences. • Attempts to provide empirical evidence that different representations of price can imply different construal levels. • Conducts five experiments and a single-paper meta-analysis to test hypotheses. • Expands the role of price presentation on the relative preference for multiple options in the travel research. [ABSTRACT FROM AUTHOR]