TRAVEL INFORMATION PROCESSING APPLYING A DUAL-PROCESS MODEL

This study contributes to research on dual-process models by testing an interactive approach for explaining information-processing strategies that individuals use in travel decision-making. The interactive approach was supported with testing of independent effects in low-involvement situations and interdependent effects in high-involvement situations. Independent effects were supported by the study results for low-involvement situations indicating individuals focus on the effortless-processing mode rather than the effortful-processing mode. Interdependent effects were also supported by the study results for high-involvement situations indicating individuals use the effortless-processing cue to compensate for insufficient information of the effortful-processing cue. Independent and interdependent effects provide strong evidence that the effortless-processing mode plays a significant role in travel decision-making.

► A dual-process model under the interactive approach was investigated.
► People focus on effortless processing in low-involvement situations.
► People use both effortful and effortless processing in high-involvement situations.
► The study results suggest that the effortless-processing mode plays a significant role in travel decision-making.