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

Author

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  • Cheng, Yin-Hui
  • Yen, HsiuJu Rebecca
  • Chuang, Shih-Chieh
  • Chang, Chia-Jung

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.

Suggested Citation

  • Cheng, Yin-Hui & Yen, HsiuJu Rebecca & Chuang, Shih-Chieh & Chang, Chia-Jung, 2013. "Product option framing under the influence of a promotion versus prevention focus," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 402-413.
    • Handle: RePEc:eee:joepsy:v:39:y:2013:i:c:p:402-413
    DOI: 10.1016/j.joep.2013.06.003
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    More about this item

    Keywords

    Option framing; Regulatory focus; Promotion-focus; Prevention-focus;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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