More variety-seeking in sorted versus non-sorted option displays in hospitality: the moderating effect of optimal stimulation level

Online hospitality and travel agencies frequently employ sorting functions to help consumers in making decisions more easily. This study aimed to investigate the impact of sorting product information on variety seeking and further examine the moderating role of optimal stimulation level (OSL). A series of four studies was undertaken. It was found that sorting information by price stimulated a high level of variety-seeking in Studies 1 and 2. Respondents’ choice of different sub-categories, given a fixed number of choices, was higher when the product information was displayed sorted (vs. non-sorted) in Study 3. Study 4 showed that sorting tactics were more effective as variety-seeking and OSL increased, while the non-sorted option was more effective with a low OSL level and low variety-seeking. The findings demonstrate the efficacy of sorting effects and consumer psychological variables in displaying product attributes such as price or attractions on online hospitality and travel agencies' websites.