Effects of Product Option Framing on Decision Difficulty Under Cross Moderation of Temporal Distance with Mental Simulation and Choice Option Type
| Autor: | Lu, Ming-Ying, 呂明頴 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Providing goods or services with basic function to allow consumers to flexibly add desired options, or to provide goods or services with fully function to allow consumers to delete unwanted options are the two type of option framing that more and more common in the market. If firms can understand the difference between the two decision-making framework in decision-making, will be able to effectively manage and attract consumers or create a better profit. Some consumers often make early purchase decisions, while others make decisions only at the time of the transaction. The previous studies on the option framing were rare discussed the influence by different points of decision time. Thus, this research focus on the effects of the type of product option framing (additive vs. subtractive) and the temporal distance between an option choice on decision difficulty and satisfaction. In three experimental design studies, the research shows that consumers who engage in additive option framing experience greater difficulty in making decisions and are less satisfied with their decision for the near future than for the distant future, whereas consumers who engage in subtractive option framing experience greater difficulty in making decisions and are less satisfied with their decision 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. Furthermore, this research identifies the type of choice options (more-the-better versus ideal-point) as a key factor moderating the impact of product option framing and temporal distance on consumer choices. These effects hold across varying product categories and varying option prices. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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