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

  • Coulter K
  • 24


    Mendeley users who have this article in their library.
  • 1


    Citations of this article.


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.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Get full text


  • Keith S. Coulter

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free