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1、Theeffectsofoptionframingonconsumerchoices:Makingdecisionsinrationalversusexperientialprocessingmodes选项框架对消费者的选择的影响:理性决策与经验处理模式DipayanBiswas*BentleyUniversity,238MorisonHall,175ForestStreet,Waltham,MA02452,USADipayanBiswas*本特利大学,238莫里森大厅,175林街,马萨诸塞州沃尔瑟姆,02452,USAInth
2、emarketplace,consumersoftenencounterframedscenariosforoptionalproductfeatures,wherebytheycanadddesiredproductoptionstoabasemodelordeleteundesiredproductoptionsfromafullyloadedmodel.Theresultsoftwoexperimentsshowthatsuchoptionframingcaninfluenceconsumers’decisionmakin
3、gregardingthetotalnumberoffinallychosenproductoptions.Also,consumers’processingmodes–rationalversusexperiential,caninfluencetheirchoicebehaviorunderoptionframing.Specifically,consumerschooseahighernumberofoptionsinthedelete(versusadd)frame,andtheeffectismagnifiedwhen
4、makingdecisionsinanexperientialmode,anditisdiminishedwhenmakingdecisionsinarationalmode.Moreover,cognitiveconstraintsfurthermoderatetheseeffects.在市场上,消费者经常遇到的可选产品成帧方案功能,因此他们可以添加所需的产品选项示范基地或删除从满载模式不需要的产品选择。两个实验的结果表明,这种选择可以取景影响消费者对于决策终于选择产品选项总数。此外,消费者的处理方式理性与经验,会影响下选择取
5、景自己选择的行为。具体来说,消费者选择在删除多项选择较高(相对于添加)帧,并在一个经验模式决策时的效果被放大,并且它在一个合理的方式做决策时减弱。此外,认知限制进一步缓和这些影响。Cognitive-experientialself-theoryproposesthatconsumerdecisionmakingisinfluencedbytwodifferentprocessingmodes–athoughtfulandanalyticalrationalmodeandanemotionoraffectdrivenexperi
6、entialmode(Epsteinetal.,1992;Epsteinetal.,1996;ShivandFedorikhin,1999;SchulandMayo,2003).Priorresearchstudies,indifferentcontexts,haveshownthatdecisionmakingineachoftheseprocessingmodescanleadtodifferentialoutcomesintermsoffinaljudgments(Lieberman,2002;SchulandMayo,2
7、003).认知体验自我理论认为消费者决策是由两个不同的处理模式的影响周到和分析理性模式和一种情感或影响从动经验模式(Epstein等人,1992;Epstein等人,1996;毒刃和。Fedorikhin,1999年,Schul和Mayo,2003)。此前的调查研究,在不同的情况下,表明决策每种处理方式可能会导致结果的差异在终审判决(利伯曼,2002;Schul和Mayo,2003)的条款。Consumers’processingmodescanbedrivenbyfactorsinfluencedbyconsumersthem
8、selves,aswellasbymarketerinducedstimuli(MenonandKahn,2002).Whilethereisanemergingliteraturestreaminthedomainofrationalversusexperie