Consumer Information Overload and the Need to Prompt Script Deviations

ABSTRACT

Due to modern information overload, guests are typically not paying full attention as they move through hotel and restaurant environments. Research indicates that most only pay full attention when there is a script deviation: when something happens (positive or negative) that they did not expect. This conceptual article presents the theoretical anchorings of this modern situation and also provides practitioners with guidance regarding how to best respond.

Keywords:

• guest satisfaction
• information overload
• script
• script deviation
• script theory
• surprise