Is it too much or not enough to click? Examining how and when the vertical visual perspective affects consumers' click-through intention

• Published in: International journal of hospitality management Vol. 122; p. 103827
• Main Authors: Wu, Heng, He, Wenjun, Li, Xiaodan, Ye, Hui
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.09.2024
• Subjects: Click-through intention; Cover photos; Power distance belief; Vertical power metaphors; Vertical visual perspective; Click-through intention; Vertical power metaphors; Cover photos; Power distance belief; Vertical visual perspective

In addition to explicit informational cues, hotel managers can persuade consumers using subtle visual cues that convey symbolic meanings. This study examines the interaction effects of the vertical visual perspective (low-level vs. eye-level) in hotel cover photos and hotel type (higher-end vs. lowe...