Consumer responses to time-based sales messages

Bi Yang, Shanshi Li, Zhenyu Chen, Anna S. Mattila

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Although time-based sales messages (e.g., booked X times in the last Y hours) are frequently employed in the travel industry, their effectiveness has not been systematically examined in previous research. To fill this gap, we compare two types of sales messages: large total sales in a long term vs. large hourly sales in a short term (e.g., 72 times/24 h vs. 48 times/6 h). Our results indicate that most people tend to be more persuaded by hourly sales and that such a tendency is negatively related to individuals' experiential thinking style. We also find that displaying temporal information before sales volume increases the power of hourly sales among people low in experiential thinking style.

Original languageEnglish (US)
Article number103539
JournalAnnals of Tourism Research
StatePublished - Mar 2023

All Science Journal Classification (ASJC) codes

  • Development
  • Marketing
  • Business and International Management
  • Tourism, Leisure and Hospitality Management


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