The role of numeracy and information load in the tourist decision‐making process

Abstract

The aim of the present study is to merge two strands of research that have evolved in tandem (a) the consequences of numeracy; and (b) the effect of information load on the consumer decision‐making process. The study analyses the interaction effect between these two factors on decision accuracy and on a set of cognitive and affective variables of the decision‐making process (namely, confusion, calibration, and emotion). We measured participants’ numeracy and used an experimental design to manipulate the information load. The results showed that the effect of numeracy on decision accuracy was entirely mediated by cognitive and affective processes involved in decision‐making. In particular, numeracy was found to have a negative relationship with the level of confusion, calibration, and emotions experienced during the decision‐making process. The results also showed that information load interacted with numeracy, such that individuals with high numeracy maintained lower levels of emotion when placed under conditions of low information load. However, under these same conditions, individuals with low numeracy maintained positive emotions. The findings help to identify approaches that can contribute to reducing the negative effects of low numeracy among consumers, in a context where the online channel predominates (the tourism sector).