Influence On Purchase Intention Of The Attribute Framing Effect Under The Involvement

In the process of decision-making,people tend not to make routine thinking based on economics "rational man" hypothesis,and to make choice according to the level of decision’s instinct value after judging,but to make the "irrational" choice according to the difference of environment and individual trait.The framing effect is a typical example of this kind of irrational.Due to the widely application scene and can guide and influence the direction of decision-maker,it has become the focus of the individual behavior theory and practice to explore.So whether the product types will have an impact on the framework effect?On the other hand,with the diversification of product categories,we should assign different marketing programs for different product categories to enhance customization marketing efficiency.So whether we can change the characteristic frame effect by controlling the degree of involvement of different types?In order to better capitalize on consumer psychology in the actual goods of commodity marketing,this study is based on the involvement of the individual differences,relate product itself with the use of the attribute framing.It aims to reveal the effect of different product type for the framing effect and the change of the same framing which is after deepening in involvement.With a view to establish the business of using frames in the marketing and carefully deal with advertisement or other repeated bombardment to change the extent of the involvement of consumers.This study uses three steps:the first study discusses the relationship between product type and involvement type based on dimension dichotomy;the second study uses a 2 × 2 experimental design,discusses the different effects of Characteristic frame effect when people are facing different types of products;study three is based on study two and controls the degree of involvement,to explore the change of the characteristic frame effect under the change of involvement degree.Comprehensive experimental results,the research results show that:1.Consumers show different types of involvement when they are facing different types of products:cognitive involvement more often when utilitarian product while emotional involvement more often when hedonic product;2.Characteristic framing effect will appear under different types of product,however,hedonic product will make this effect bigger.That is,the product type will affect the size of the frame effect3.Higher degree of cognitive involvement will reduce the attribute framing effect,higher degree of emotional involvement will increase the attribute framing effect.Therefore,we should choose the appropriate means of publicity to the extent of consumer involvement marketing.The last,this paper puts forward the suggestions about commodity information presentation from the perspective of marketing.