Neurophysiological insights into hotel booking decisions: EEG evidence of cognitive and emotional responses on OTAs versus hotel websites

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OTAs elicited higher beta power, indicating greater emotional responses and cognitive effort during booking.
Neural activity analysis showed significant spectral power changes, especially in beta bands across conditions.
Mixed-effects models were used to assess cognitive effort and attentional stability during booking tasks.
Findings support the need for better design in booking platforms to enhance user experience.

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Pilot EEG experiment shows emotional responses differ in OTAs versus hotel websites, suggesting design improvements.

Jo et al. (2025) studied this question.

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