Product option framing under the influence of a promotion versus prevention focus

Yin Hui Cheng, Hsiu Ju Rebecca Yen, Shih Chieh Chuang, Chia Jung Chang

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

Investigations into the option framing effect involve the use of a subtractive versus an additive option-framing method to gauge their impact on consumer behaviors. This research examines how option framing could affect choice decisions as a function of a consumer's goal orientation. Study 1 offers convergent support for the proposition that regulatory focus moderates the option framing effect and the mediating role of action/inaction on the relationship between regulatory focus and the option framing effect. In particular, a reverse finding shows that promotion-focused consumers provided with a +OF options list tend to choose more options than those who are given a -OF option list. To explain the reverse effect, Study 2 examines and demonstrates regulatory fit as a possible moderator. The results of Study 2 also confirm our inference and echo the same results of Study 1. Finally, based on the regulatory fit theory, Study 3 examines if cognitive constraints associate with a consumer's regulatory orientation may also account for the interaction between regulatory focus and option framing. The results of Study 3 also support the proposition.

Original languageEnglish
Pages (from-to)402-413
Number of pages12
JournalJournal of Economic Psychology
Volume39
DOIs
Publication statusPublished - 2013 Dec 1
Externally publishedYes

Keywords

  • Option framing
  • Prevention-focus
  • Promotion-focus
  • Regulatory focus

ASJC Scopus subject areas

  • Applied Psychology
  • Sociology and Political Science
  • Economics and Econometrics

Fingerprint Dive into the research topics of 'Product option framing under the influence of a promotion versus prevention focus'. Together they form a unique fingerprint.

  • Cite this