Li Shu, Sun Yan, Wang Yong
Center for Social and Economic Behavior Institute of Psychology, Chinese Academy of Sciences, Beijing, China.
J Soc Psychol. 2007 Aug;147(4):413-21. doi: 10.3200/SOCP.147.4.413-422.
Previous studies on how framing differentially affects consumer perceptions of value from equivalent deals indicate that perceptions of deal value from price-saving versus extra-product promotions are moderated by the stock-up characteristic of the category. In this study, the authors explored the relationship between stock-up characteristic and frame preference and the influence of the consumable nature of goods on frame preference. An experiment involving 223 student participants showed that consumable nature, but not stock-up characteristic, affected frame preference. The authors discuss the implications of this finding for the study of information framing and how it impacts consumer judgment and decision making.
先前关于框架如何不同地影响消费者对等价交易的价值认知的研究表明，与额外产品促销相比，价格节省交易的价值认知会受到产品类别的囤货特性的调节。在本研究中，作者探讨了囤货特性与框架偏好之间的关系，以及商品的易耗性质对框架偏好的影响。一项涉及223名学生参与者的实验表明，影响框架偏好的是易耗性质，而非囤货特性。作者讨论了这一发现对信息框架研究及其如何影响消费者判断和决策的意义。
