アイトラッカーを用いた広告受容時の消費者の意思決定過程の検討

DOI 参考文献8件 オープンアクセス

書誌事項

タイトル別名
  • Eye-Tracking Study of Consumer Decision Making Process
  • - An Examination of the Effect of Discount Rate for Advertisement Leaflets -
  • -チラシの割引表示効果の検討-

抄録

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.

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参考文献 (8)*注記

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詳細情報

  • CRID
    1390282680304764800
  • NII論文ID
    130004707744
  • DOI
    10.5057/jjske.13.535
  • ISSN
    18845258
    18840833
  • 本文言語コード
    en
  • データソース種別
    • JaLC
    • Crossref
    • CiNii Articles
    • KAKEN
  • 抄録ライセンスフラグ
    使用不可

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