2014 Volume 13 Issue 4 Pages 535-541
We examined the effect of discount rate presentation (e.g. 40% off) on the consumers' decision making process using eye movement equipment. Ten female participants (average age: 48.4 years old) were asked to choose between two options. The discount rate of option one was higher than that of option two, although total price of option one was higher than that of option two. All eye movements were recorded during experiment in order to examine participants' decision making process. To recheck this finding, we conducted a control experiment without discount rates. The result of the control experiment suggested that the presentation of discount rate influenced the participants' decision strategy.