著者

井出野 尚 大久保 重孝 玉利 祐樹 伊豫部 紀子 村上 始 竹村 和久

出版者

日本感性工学会

雑誌

日本感性工学会論文誌 (ISSN:18840833)

巻号頁・発行日

vol.13, no.4, pp.535-541, 2014 (Released:2014-11-28)

参考文献数

12

被引用文献数

2

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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.