Left-Right, Left-Right: the Effects of Digit-Direction on Eye Movement Bias and Price Encoding Strategy

Keith S. Coulter, Clark University
In this paper we suggest that consumers are either consciously or non-consciously aware of the left-right (forward/backward) orientation of numeric digits. We show that digit orientation can create eye movement bias - that is, consumers' attention is directed toward or away from surrounding visual stimuli. If these surrounding visual stimuli are other numbers within a multi-digit price, then differing degrees of attention can result in greater or lesser recall, and hence price-rounding behavior. Price rounding behavior ultimately impacts level of demand.
[ to cite ]:
Keith S. Coulter (2008) ,"Left-Right, Left-Right: the Effects of Digit-Direction on Eye Movement Bias and Price Encoding Strategy", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 716-716.