An examination of the role of booking lead time in consumers’ reactions to online scarcity messages
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DOI: 10.1016/j.ijhm.2018.08.012
Abstract: Abstract Scarcity messaging is frequently employed by travel marketers to drive consumer conversion rate in the online sales environment. This study examines the effects of two types of scarcity messages, unit and option scarcity, on… read more here.
Keywords: scarcity messages; booking lead; scarcity; booking intentions ... See more keywords