# Market Effects of Consumer Inattention

Theoretical and empirical findings on left-digit bias

- **Source:** [Journal of Marketing Research](https://journals.sagepub.com/home/mrj)
- **Published:** 2026-02-16
- **Topic:** [Marketing](https://brifing.si/c/marketing)
- **Original article:** <https://journals.sagepub.com/doi/abs/10.1177/00222437261427475?ai=2b4&mi=ehikzz&af=R>
- **On Brifing:** https://brifing.si/s/a44db147-67a3-473f-b36f-9e6f4ab3b3b9

## Introduction

Despite having access to information, consumers often fail to pay attention, which significantly impacts marketing strategies. This study explores how consumer inattention can create opportunities for firms.

## Left-Digit Bias

Left-digit bias occurs when consumers overly focus on the leftmost digits of prices. This phenomenon plays a crucial role in pricing strategies.

## Theoretical Framework

Researchers address consumer inattention within a theoretical framework, modeling how firms can turn this situation into profit.

## Empirical Findings

The study's empirical findings show that left-digit bias significantly influences consumer behavior and that firms can strategically use this to their advantage.

## Firm Strategies

Firms can leverage consumer inattention in pricing and marketing strategies to gain a competitive edge. This is particularly important in the retail sector.

## Conclusion and Recommendations

Consumer inattention can be both a risk and an opportunity for firms. This study provides valuable insights on how firms can manage this situation effectively.

## Sources covering this story

- https://journals.sagepub.com/doi/abs/10.1177/00222437261427475?ai=2b4&mi=ehikzz&af=R — 

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_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._