Effects Of Construal Level And Promotion Frame On Purchase Decision

When we look at a phenomenon,the mind will unconsciously produce an explanation for it.Some people's unconscious reaction is an abstract interpretation of the essence of things,that is,a high Construal Level;some people's unconscious reactions are on the surface of things.the specific explanation is the low Construal Level.the Construal Level is a low-to-high continuum.Different Construal Level often leads to different purchasing decisions in the face of different promotion frame.In the past studies,most of researchers used psychological distance instead of construal level,and indirectly researched the the relationship between them.this study aims to explore the impact of trait construal level and promotion frame on consumers purchasing decisions,starting from the construal level itself.And compare whether the influence of construal level and promotion frame effect on purchase decision is eonsistent under the two theoretical backgrounds of trait eonstrual level and situational construal level.Before exploring the relationship between the three,we must first survey the current situation of the construal level of college students.the study is divided into two parts.First of all,a questionnaire was used to investigate the status quo and characteristics of college students' interpretation level.Independent sample t test and single factor test were used for data analysis.The influence of trait interpretation level and promotion framework on purchase decision was discussed by using scenario experiment method and questionnaire method.The research design was a 2x2 hybrid design(the interpretation level was inter-subject design,the promotion framework was intra-subject design),and the dependent variable was purchase decision(including perceived value and purchase intention).Independent sample t test,variance analysis and simple effect analysis were used for data analysis.Study 2 is a parallel study of Study 1 to explore the impact of contextual construal level and promotion frame on purchasing decisions.the study design is a 2x2 hybrid design(the construal level level is inter-group design,the promotion framework is In-group design),and the dependent variable is the purchase decision(including perceived value and purchase intention).It also explores whether the level of trait construal or contextual construal is consistent with the impact of the promotion framework on purchasing decisions.the data analysis method uses independent sample t-test,analysis of variance and simple effect analysis.According to the research:(1)The overall constraal level of college students is high and has stability and individual differences.(2)The construal level of female college students is significantly higher than that of male college students.The grade have no significant influence on the construal level of college students.The construal level of college students with rural registration is significantly higher than that of college students with household registration.(3)The trait construal level and the promotion frame have a significant impact on the purchase decision,and the interaction is significant.the specific performance is as follows:the two frame have no significant impact at the high construal level;the frame for reducing losses frame at low construal levels is significantly higher than the frame for obtaining returns frame.(4)The impact of contextual construal level and promotion frame on purchasing decision is basically consistent with the trait construal level.this confirms that the construal level can be used both as a trait variable and as a contextual variable.