How online travel agencies’ logo design promotes purchase intention: a behavioral and neuroscientific interpretation of consumers’ construal level

Abstract

ABSTRACT Using construal level theory as a theoretical framework, this study aims to understand how online travel agencies’ logo design, a combination of shapes and colors, influences consumers’ purchasing intentions using behavioral and neuroscientific data. Three studies are conducted to obtain behavioral and neuroscientific data for analysis. The results of these three studies show that the relationship between logo design and the destination product can be managed by framing consumers’ construal level. Further, evidence of the natural mindset congruency effect and consumers’ brainwave activities while reflecting on the logo design is provided.