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In today’s information-rich environment, travelers face decision fatigue due to excessive choices. This study investigates how the need for cognitive closure (NFCC) influences travelers’ reliance on heuristic cues within online travel agency (OTA) platforms. By segmenting users based on NFCC, the study identifies three distinct consumer clusters: orderly decisive, ambiguous decisive, and anchored cautious. Each group demonstrates varying degrees of heuristic cue usage. The findings highlight how psychological traits shape travel decision-making and offer practical implications for enhancing user experience through personalized marketing strategies tailored to cognitive tendencies.
Lee et al. (Mon,) studied this question.