Loss aversion in hotel choice: Psychophysiological evidence

The authors investigate the psychophysiological correlates of loss aversion in hotel choice. Consumers are frequently found reluctant to shift their choice a subsequent option from first encountered hotel. concept can explain this ordering effect. However, there is knowledge gap about how exactly leads such inertia. present study provides more direct measurement decision process by examining electrodermal activities and reaction times when consumers making choices. data evidence reluctance switch higher quality hotels, though not lower rated properties. Such emotionally arousing as indicated consumers’ activity. time further suggests that swiftness decisions “trade up” associated with greater vigilance attention, rather than cognitive conflict caused difficult tradeoff between hotels.