"Additional" Or "saving Money"

Previous studies demonstrated that individual's regulatory focus and promotion frameworks affect consumers' purchase behaviors.When achieving regulatory fit effect,promotional information will be more convincing to consumers.Based on regulatory focus theory,this paper studied the impact of two kinds of bonus pack frameworks,"increment" and "saving money",on consumer's perceived value and purchase intention.In the preliminary study,the Implicit Association Test(IAT)was used to examine the association between different regulatory focus words and the two bonus pack frameworks("increment" and "saving money").The results showed that subjects'reaction times in the compatible task(responding to promotion-focused words and"increment" together,and responding to prevention-focused words and "saving money"together)were significantly shorter than them in incompatible tasks(responding to promotion-focused words and "saving money" together,and responding to prevention-focused words and "increment" together).'In the first study,we examined the impact of individual's situational regulatory focus and bonus back frameworks on consumer's perceived value and purchase intention.The results showed that there was a significant interaction between the above-mentioned variables.Specifically,the situational promotion-focused individuals had higher perceived value and purchase intention within the promotional framework of"increment",while the situational prevention-focused individuals had higher perceived value and purchase intention within the promotional framework of "saving money".In the second study,we focused on the impact of individual's chronically regulatory focus and bonus back frameworks on consumer's perceived value and purchase intention at different promotional benefit levels.As for perceived value,the results showed that the interaction between the three variables was not significant.However,there was a significant interaction between chronically regulatory focus and bonus pack frameworks.In other words,no matter how much the promotional benefit levels,the chronically promotion-focused individuals had higher perceived value within the promotional framework of "increment",while the chronically prevention-focused individuals had higher perceived value within the promotional framework of"saving money".As for purchase intention,the interactions between above-mentioned variables were not significant.There was no significant difference between promotion-focused individuals and prevention-focused individuals in purchase intention under the two promotional frameworks.To sum up,this study found that both situationally regulatory focus and chronically regulatory focus reached regulatory fit effect within bonus back frameworks.In other words,individual's promotional focus was positively associated with the frame of"increment" and individual's preventive focus was positively associated with the frame of "saving money".Via regulatory fit effect,individuals preferred the products which were framed with their fitted information.In addition,the promotional benefit levels did not significantly influence the association between regulatory focus and bonus back frameworks.