How to effectively present “book now, pay later”: the effects of appeal type, temporal distance, and traveler type on attitudes and purchase intentions

Yisak Jang () and Yan Cao ()
Additional contact information
Yisak Jang: University of New Orleans
Yan Cao: Oklahoma State University

Journal of Revenue and Pricing Management, 2025, vol. 24, issue 2, No 2, 110 pages

Abstract: Abstract In today’s hotel industry, increasingly more hotels offer additional options on their booking websites, such as “book now, pay later.” Despite the prevalence of this phenomenon, methods to present this option more effectively have received limited attention. Using a 2 × 2 × 2 experimental design, this research examines how appeal type (attribute versus benefit appeals) and temporal distance (i.e., time of booking) jointly influence evaluations of the “pay later” option; it also investigates whether the joint effect has a boundary condition. The results demonstrated that leisure travelers planning a trip in the near future had more positive attitudes and greater purchase intentions when the “pay later” option was presented via an attribute appeal rather than a benefit appeal. However, leisure travelers planning a trip in the distant future did not exhibit such differences in attitudes and purchase intentions. Furthermore, this research revealed that the joint effect of appeal type and temporal distance was evident only for leisure travelers but not for business travelers.

Keywords: Construal level theory; Temporal distance; Appeal type; Traveler type; Revenue management; Book now; Pay later (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41272-024-00485-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jorapm:v:24:y:2025:i:2:d:10.1057_s41272-024-00485-7

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41272

DOI: 10.1057/s41272-024-00485-7

Access Statistics for this article

Journal of Revenue and Pricing Management is currently edited by Ian Yeoman

More articles in Journal of Revenue and Pricing Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().