How Can This Unproductive Mind-set Increase Sales Of Discounted Products?

Behavioral science has shown that how discounts are presented can increase their impact incidental to their actual dollar value. When horizontally “spacing out” regular and sale prices to be farther apart within the visual field, discount amounts were perceived to be 51% greater, values 31% greater, and purchase interest 11% greater for the discounted products. This is because magnitude representations of relevant (discount amount) and non-relevant (distance) attributes are processed together, non-relevant unconsciously. Suggested Action: When showing discounts, consider increasing the horizontal spacing between the regular and sale price, regular price on the left.