From Peaks to Preferences: Exploring Skin Conductance in Online Hotel Selection Decisions—A Neurophysiological Investigation

Understanding the physiological underpinnings of consumer preferences is key to enhancing online decision-making platforms. This research explores whether the attributes traditionally valued in hotel selections also trigger measurable physiological arousal, combining neurophysiological measurements with quantitative analysis to deepen our understanding of consumer behavior in the digital age. This study explores the influence of physiological arousal on online hotel selection decisions, utilizing skin conductance, eye-tracking, and choice-based conjoint analysis to assess the correlation between physiological arousal and attribute importance. Findings of this laboratory experiment reveal a significant positive correlation between arousal levels and the importance of hotel attributes such as review valence, star category, and proximity to town center. Highlighting the impact of cognitive responses on consumer behavior.