ABSTRACT Online travel agencies advertise limited availability by indicating room inventories and the number of other travelers. This research investigates the effect of limited availability using supply and demand-based scarcity with price promotion on traveler decisions and cognitive dissonance. Two experimental approaches (between and within subjects) examine the causal effects of scarcity. Demand-based scarcity decreases booking decisions while supply-based scarcity increases booking decisions, especially at a discounted price in a within-subjects design. Scarcity produces cognitive dissonance and intention to undo the decisions. For effective applications, scarcity messages should be transparent, and include non-scarce options for comparison. Multiple scarcity messages minimize undo-intentions.

中文翻译：

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稀缺性对旅行决定和认知失调的影响

摘要在线旅行社通过指出客房库存和其他旅行者的数量来宣传有限的空房。这项研究调查了使用基于供需的稀缺性以及价格上涨对旅行者决策和认知失调造成的有限可用性的影响。两种实验方法（对象之间和对象内部）检验了稀缺性的因果关系。基于需求的稀缺性会减少预订决策，而基于供应的稀缺性会增加预订决策，尤其是在对象内部设计中以折扣价出售时。稀缺性会导致认知失调，并有意撤销决策。对于有效的应用程序，稀缺性消息应透明，并包含非稀缺选项进行比较。多个稀缺消息使撤消意图最小化。