Strategic Presentation Of Options In Product Customization Scenarios: A Study Of The Impact Of Scarcity Mentality On Consumer Choice

With the improvement of the national income level,the personalized requirements of the consumer market is growing day by day,With the improvement of Internet technology,the supply of professional is also increasing,which has promoted the development of participatory self-customization,so that it has become the mainstream of customized forms.Thus,it is more and more concerned by scholars to study and discuss the relevant issues of the reliability of the options strategy of customization from the point of view of consumers.In order to test the influence of the logical starting point of bounded rationality--" psychological resource scarcity theory(the scarcity mentality)" on the effect of the options framework of consumers on the decision making under different custom scenarios.First,this paper reviews the relevant research results of the domestic and foreign scholars in the framework of the addition/subtraction method,the options framework effect,and further clarify the basic framework of this paper:Additional options in addition/subtraction different framework model,consumers the ultimate choice difference;secondly,adding a scarcity mentality differences of consumers as moderating factors in the model of this study,I hope this opens custom situation strategic option presents a new direction,good option framing effect theory and better for the management practice of the enterprise provides new enlightenment.Using the experimental situation,the study of the addition/subtraction of the two options of the consumer for McDonald's fast food chain store customized process,focusing on the analysis of the two options in the way of strategic presentation of the scarcity of consumer choice of product customization options.Based on this,and analysis of the existence of the scarcity of two different state of mind when the process of consumer self-customization in the process of the difference between the effects of addition and subtraction and the decision making process,the difficulty of decision making,the decision of pleasure,satisfaction,we also found that the scarcity situation will not only break the previous framework effect,and consumers will be under the control of the scarcity of consumer preferences in the choice of preference.The main conclusions are as follows:by the human decision making of psychological resources scarce(scarcity mentality)--a glimpse of the effect,thinking economic principles,information processing ability factors influence,the existence of consumers different scarcity mentality when facing different strategic option presentation products decision-making,decision-making mechanism of the differences and the option of preference difference is obvious.At the same time,with the empirical analysis of questionnaire data,it is proved that under the influence of scarcity,the addition/subtraction framework strategy does not exist obvious options framework effect,the original study of the product under the subtraction framework is to consumers and enterprises win the results meet the challenge,consumers are more willing to choose their preference options,so enterprises in the process of product options strategy,to deal with the different mentality of the scarcity of the crowd,is conducive to product selection strategy presentation model better application in enterprise practice.