The Research Of Information Framing And Product Type Effects On Buying Intentions

Twenty-first century is the information age, and the consumers’life is filled with all kinds of information. Of such information framing, some is statement that from the positive side, which stresses the benefits from purchasing and using the product or service. For example, a toothpaste advertising of one brand emphasizes that it can make fresh breath and whitening teeth; while some information framing is statement that from the negative side, which stresses no access of benefits or some possibilities of losses if consumers don’t purchase this product or service. For example, a toothpaste advertisement emphasizes that if consumers purchase their toothpaste, then consumers can avoid fetid breath, tooth stains and tooth decay, or another way of saying that if consumers don’t purchase their toothpaste, they can not have fresh breath and whitening teeth. What kind of information will be more effective on earth? This is a question that attracts more and more marketers and marketing researchers to pay attention to. At the same time, in our economic and social life, hedonic goods and utilitarian goods have attracted attention too. With the development of our economy and the improvement of our living standards, consumers’purchase of hedonic goods (such as jewelry, luxury brand handbags, SPA, vacation etc.) are on growth. Consumers seem to be always in dilemma to decide to buy hedonic goods or to buy utilitarian goods. On the one hand, they especially hope to own hedonic goods to obtain enjoyment, but on the other hand, they are aware of the importance of utility of utilitarian goods, and then they think they should put the limited money into the consumption of utilitarian goods.Therefore, this article is to investigate which kind of information framing is on work when consumers buy hedonic goods, and which kind of information framing is on work when consumers buy utilitarian goods. Besides, this article is also to investigate what are consumers preferred when the source of money and pay pain are different.There are3main experiments in this paper. In experiment1, we study which kind of information can improve consumers’buying intention when purchase hedonic goods and buying utilitarian goods. In experiment2, we investigate which kind of information and products can improve consumers’buying intention when using money of different sources. In experiment3, we investigate which kind of information and products can improve consumers’ buying intention when consumers’type of pay pain is different. At last, we find that promotional information framing can improve consumers’ buying intention of buying hedonic goods and utilitarian goods. Consumers who make money through their own efforts are more interested in utilitarian goods that with preventive information framing. Consumers who get money through unexpected way are more likely to buy hedonic goods with promotional information. Parsimonious consumers are more willing to buy utilitarian goods with preventive information framing, while spendthrifts are more willing to buy utilitarian goods with promotional information framing. These results can not only work as good guide for marketing practice, but also enrich the research of information framing and hedonic and utilitarian goods.