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

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)


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
Publication statusPublished - 2013 Dec
Externally publishedYes


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

ASJC Scopus subject areas

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


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