Option framing for upselling tourism services: Does cognitive availability prevent irrational choices?
-
Verônica Feder Mayer [1] ; Santos, Glauber Eduardo de Oliveira [2] ; Osiris Ricardo Bezerra Marques [1]
-
[1] Universidade Federal Fluminense
Universidade Federal Fluminense
Brasil
-
[2] Universidade de São Paulo
Universidade de São Paulo
Brasil
-
- Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 28, Nº. Extra 2, 2022 (Ejemplar dedicado a: Advances in Tourism Economics: The 7th International Conference of IATE), págs. 476-494
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
-
Resumen
This article examines the effect of option framing and cognitive load on consumer choices of tourism services. Previous literature has shown that consumers tend to choose more options and spend more money when they begin the choice process from a complete set of options (downgrade/delete framing) than when they start choosing from a more basic set of options (upgrade/add framing). To exam this irrational behavior, we conducted two experimental studies with 561 consumers of leisure travel. The results of the two experiments provided robust evidence on the effect of the downgrade framing strategy on upselling tourism services and revealed that cognitive availability did not prevent consumers from making irrational choices. These findings indicate that decisions involving leisure trips may be even more susceptible than previously thought to cognitive biases and contextual influences due to their emotional and hedonic aspects, extending the existing literature on behavioral economics in tourism.
