Boundary Conditions Of Framing Effect On The Probabilistic Promotions

The probabilistic promotion is an effective means by business to attract consumers in short-term. With the widely spread of probabilistic promotion, consumers become rational and the efficiency of probabilistic promotion go down gradually. This study combine the recently theoretical results about decision-making framing effect in consumer behavior to explore the boundary conditions of probabilistic promotion, and design empirical questionnaire, then carry on the consumer surveys and apply SPSS model as checking approach to verify the boundary conditions, the conclusions are as follows.Firstly, face of the probabilistic promotions, consumer’cognitive ability and information analysis capabilities are limited. Therefore, the framing effect caused by the different information expression or differences reduce by consumers’subjective analysis is inevitable.Secondly, the time pressure of promotion and material incentives are the two important incentives in effecting consumers participating in promotional activities. consumers easily driving by promotional incentives in short time then make purchase decision. As for probabilistic promotion, on the one hand, the duration of sales promotion activity has a significant influence on the emotional response of consumers, but the influence on cognitive responses, behavioral tendencies are not significant. In the other hand, the time limit of prizes exchange influence the consumers’ emotion, cognitive responses and behavioral tendencies significantly. The time limit of prizes exchange shorter the consumers’willingness to participate is stronger.Thirdly, the complexity of participating in probabilistic promotion is an important factor of restricting consumers’willingness to participate. There are certain thresholds in most existing probabilistic promotion. If the thresholds are low, consumer often willing to participate. If not, consumers will become more rational. So the framing effect in consumers’ decision is not obvious.Fourthly, in probabilistic promotion, the main boundary conditions of framing effect includes prize form and form of promotional activities. Within the limited promotional time, the prize incentive in probabilistic promotion is the most important factor of promotional mechanism. For consumers, the different preference of prizes will form different consumers’ choice, so the framing effect is obvious. In addition to the intriguing prizes, the recreational is the characteristic of the probabilistic promotion,it can influence the willingness to participate directly, it’s prone to form framing effect at this time. So it should be targeted when business design information, and the promotion form should be keeping pace with the times to attract consumers.Fifthly, the probability of winning is the necessary information of probabilistic promotion. When the prize value is given, consumers face high probability of winning will form a higher willingness to participate. Face of low probability of winning, consumers tend to become rational. High probability of winning make consumers form a higher assessment. Consumers’ buying enthusiasm and purchase intention become more obvious. Otherwise, consumer buying enthusiasm and purchase intention are low. In this time, probability of winning is not boundary condition of decision framing effect. But when combine the probability of winning and the prize value information, it may be possible to generating the framing effect.