Abstract: As data visualization has become increasingly common, consumers’ decisions are more likely to be influenced by a visualized reality. In this paper, we demonstrate and explore how the effects of price history attributes on consumer purchase are sensitive to visual display through a series of experiments. The experimental results suggest that the effect of  the direction of the last price change is sensitive to both visual magnitude of price change (VMPC) and visual length of time horizon (VLTH), and the effect of price change times is more sensitive to VMPC than to VLTH. Besides, when VMPC is small and VLTH is long so that price changes are less visually salient and less visually relevant to the current price, we find that a longer time horizon under such visual display has significantly positive effect on consumers’ purchase likelihood.