標題: Effects of Product Option Framing and Temporal Distance on Consumer Choice: The Moderating Role of Process versus Outcome Mental Simulations
作者: Lu, Mingying
Jen, William
交大名義發表
運輸與物流管理系 註:原交通所+運管所
National Chiao Tung University
Department of Transportation and Logistics Management
公開日期: Oct-2016
摘要: This research demonstrates that the type of product option framing (additive vs. subtractive) and the temporal distance between an option choice and later buying behavior can influence decision difficulty. In two studies, the authors show that consumers who engage in additive option framing experience greater difficulty in making decisions for the near future than for the distant future, whereas consumers who engage in subtractive option framing experience greater difficulty in making decisions for the distant future than for the near future. In addition, by using theories of mental simulation, the authors show that communication strategies that promote process simulations for distant-future choices in the subtractive option framing condition and those that promote outcome simulations for near-future choices in the additive option framing condition are most effective in reducing decision difficulty. These effects hold across varying product categories and varying option prices.
URI: http://dx.doi.org/10.1002/mar.20921
http://hdl.handle.net/11536/132587
ISSN: 0742-6046
DOI: 10.1002/mar.20921
期刊: PSYCHOLOGY & MARKETING
Volume: 33
Issue: 10
起始頁: 856
結束頁: 863
Appears in Collections:Articles