The effects of digit-direction on eye movement bias and price-rounding behavior

  • Coulter K
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This paper aims to suggest that individuals are either consciously or non-consciously aware of the left-right (forward/backward) orientation of numeric digits. The purpose of the studies is to demonstrate that the “directionality” (left- or right-facing nature) of numerals, and the resultant eye movement bias that this directionality creates may affect the degree to which consumers attend to, or focus upon, the various digits in a price. The degree of attention paid to these digits will, in turn, impact consumers' price-encoding strategies. It is argued that the use of left (right)-facing digits may increase (decrease) the likelihood that consumers will employ a truncation (i.e. rounding down) price-encoding strategy.

Author-supplied keywords

  • Cognition
  • Consumer behaviour
  • Pricing

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  • Keith S. Coulter

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