A Research About The Impact Of Attribute Framing Effect And Emotions On Purchase Wish

Under the condition of market economy, Merchants as the active side of the market, Always try to through the marketing mix to form and strengthen consumer purchase intention. In the process, Companies pay attention to the emotion marketing and advertising, In order to improve the consumer purchase intention, and ultimately improve the purpose of sales. And because there are so many types of goods on the market, serious homogeneity, How to according to their own production, to give you the type of product publicity and emotional marketing, is particularly critical. This study from the perspective of product type by 2(practical and pleasure-seeking type products) x2(positive features framework and negative framework) x2(positive emotions and negative emotions) between the subjects of experimental design, Discusses the characteristics of the framework, emotional impact on consumer purchase intention. Research shows that:(1)the positive features framework and negative frame information can make consumers purchase intention differ for different product type. Positive features for pleasure style products, consumers purchase intention will be significantly higher than that under the framework of the negative characteristics framework; For the practical product, consumer purchase intention under the framework of negative features will significantly higher positive characteristics framework.(2) features of emotions and framework will have interaction on consumer purchase intention. Positive emotions in positive characteristics framework pleasure style product purchase intention than the practical product, negative emotional characteristics framework pleasure type product purchase intention under the practical product. And characteristics of the framework and the interaction between the product type.The results of merchants from the types of products differences, as well as the characteristics of framework and mood of the influence of different attitude to customers, to carry out targeted marketing campaigns, has certain practical significance. Businessmen grasp the characteristics of framework, the principle of the best match between emotion and product type, can achieve marketing cost savings and promote the efficiency of marketing.