التفاصيل البيبلوغرافية
| العنوان: |
How Do Consumers Read and Encode a Price? |
| المؤلفون: |
Laurent, Gilles, Vanhuele, Marc |
| المصدر: |
Journal of Consumer Research; Oct2023, Vol. 50 Issue 3, p510-532, 23p, 10 Charts, 7 Graphs |
| مصطلحات موضوعية: |
PRICES, READING, SHOPPING, CONSUMER behavior, HUMAN information processing, EYE tracking, INTEGERS, VISUAL memory |
| مستخلص: |
Do consumers really read a price from left to right, as assumed in past research? Or does price reading operate like word reading, with a single fixation toward the middle? Three eye-tracking lab studies reject both theories, revealing instead a distinct reading pattern: multiple fixations, with the first located on average between the first third and middle of the price; the first eye movement is usually to the left; and subsequent eye movements are as often to the left as to the right. Overall, consumers pay as much attention to cents as euros, with the cents part influencing how prices are encoded in memory, as evidenced by an in-store price-recall survey. The reading process identifies whether to encode a price verbally as is or replace it with a shorter substitute that is easier to memorize and turns out to be well correlated with the actual price (r = 0.952). When consumers compare two prices, eye movements and the subsequent subjective estimation of the price difference depend on whether or not the prices have identical integer parts. The combined findings of four studies suggest that consumers have developed a reliable, efficient ability to read and encode prices, despite limitations of their visual span and working memory. [ABSTRACT FROM AUTHOR] |
|
Copyright of Journal of Consumer Research is the property of Oxford University Press / USA and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |
