Scarcity and popularity cues, heuristic processing, and booking intention: an experimental study on online travel platforms in India

Purpose This study examines how a cue bundle relates to perceived scarcity, heuristic processing, information search intention and booking intention. Design/methodology/approach A between-subjects, field-recruited (lab-in-the-field) experiment with 260 tourists in Delhi used gender-balanced allocation to a cue-bundle condition (two scarcity, two popularity cues) or a control listing. Partial least squares structural equation modelling was supplemented by a saturated model and a regression-based robustness check. Findings The cue bundle raised perceived scarcity (b = 0.596 with the cue coded 0/1; standardised β = 0.298; d = 0.618), which was positively associated with heuristic processing (β = 0.301). Contrary to H3 as operationalised here, heuristic processing was positively associated with information search intention (β = 0.229); urgency-motivated confirmatory search is one untested explanation. Information search intention was tentatively associated with booking intention (β = 0.168). The cue had no detectable total effect on booking intention (0.006, 95% confidence interval (CI) [−0.246, 0.257]), but the cue listing was associated with higher information search intention (b = 0.365; the control listing carried more product information, so this need not be due to the cues alone). Practical implications The results do not show that such cues raise bookings; platforms should keep such claims truthful and verifiable. Originality/value The study tests a prediction derived from the sufficiency principle (H3), as operationalised here, in online travel. Findings refer to the bundled scarcity-and-popularity package, not to any single cue.