Understanding the Role of Response Latency on Position Bias in Tourists’ Online Travel Planning

Abstract

This study investigates position bias in tourist decision-making, focusing on how response latency influences preferences for sequentially presented information online. Using a best–worst scaling experiment and discrete choice modeling, findings reveal two distinct classes of decision-makers based on cognitive engagement. Individuals with shorter response latency exhibit a pronounced preference for top-listed attributes, indicating a primacy effect; those with longer response latency show a more balanced evaluation of options. Moreover, the time spent on deliberation correlates with preferences, suggesting that response time is a significant factor in position bias. Findings provide valuable insights into the cognitive mechanisms underlying position bias in the online decision-making process. Study results also shed light on the contextual and individual factors associated with position bias, which provide managerial implications to enhance marketing strategies by tailoring them to decision-making styles.