書誌事項
- タイトル別名
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- 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.
収録刊行物
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- 日本感性工学会論文誌
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日本感性工学会論文誌 13 (4), 535-541, 2014
日本感性工学会
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詳細情報
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- CRID
- 1390282680304764800
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- NII論文ID
- 130004707744
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- ISSN
- 18845258
- 18840833
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- 本文言語コード
- en
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- データソース種別
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- JaLC
- Crossref
- CiNii Articles
- KAKEN
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- 抄録ライセンスフラグ
- 使用不可