Attribute-framing effects on service evaluation in decision-making for service purchases

Science Research Management ›› 2015, Vol. 36 ›› Issue (5) : 109-117.

Zhang Meng¹, Zhang Guangyu², Tang Xiaofei¹

Author information +

History +

Abstract

Message framing has a significant influence on consumer purchase decisions. Researchers have mostly focused on the area of risky choice framing, but few research focused attribute effect and its influence mechanism. This study takes catering service as the research context to analyze the types of attribute framing and its features. In addition, this study uses scenario experiment to examine the interaction between attribute framing and regulatory focus, as well as the impacts of gain framing and loss framing on service evaluation in decision-making for service purchases. First, the findings show that attribute framing has a significant influence on service evaluation in the decision-making process for service purchases, and this influence is differentiated by the types of attribute framing. Second, when the attribute framing fits the consumers' regulatory focus, consumers evaluate services higher. Third, cognitive fluency and emotional experience mediate attribute framing. This study extends the theory of framing effects and provides service enterprises with guidance on offering various product descriptions and product presentations for different customers.

Key words

attribute framing / regulatory fit / service evaluation / cognitive fluency / emotional experience

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

Zhang Meng, Zhang Guangyu, Tang Xiaofei. Attribute-framing effects on service evaluation in decision-making for service purchases[J]. Science Research Management. 2015, 36(5): 109-117

References

[1] Kahneman, D. & Tversky, A. The frame of decisions and the psychology of choice [J]. Science, 1981, 4481 (211):453-458. [2] Putrevu S. An examination of consumer responses toward attribute-and goal-framed messages [J]. Journal of Advertising,2010, 39(3):5-24. [3] Levin I P, Gaeth G J, Schreiber J & Lauriola M. Anew look at framing effects: Distribution of effect sizes, individual differences, and independence of types of effects [J].Organizational Behavior and Human Decision Processes, 2002, 88 (4): 411-429. [4] Larrick R P & Soll J B. The MPG illusion [J]. Science, 2008, 320(6): 1593-1594. [5] Frisch D. Reasons for framing effects [J].Organizational Behavior and Human Decision Processes, 1993, 54(3): 399-429. [6] Zhang Y & Buda R. Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages [J]. Journal of Advertising, 1999, 28(2):1-15. [7] Kim Y J. The role of regulatory focus in message framing in antismoking advertisement for adolescents [J]. Journal of Advertising, 2006, 35(1):143-152. [8] Chen S, Monroe K B, &Lou Y. The effects of framing price promotion messages on consumers' perception and choice decisions [J].Journal of Retailing, 1998, 74(3):353-372. Lu Changbao, Yu Ranhai, Cao Hongjun. Internal connection mechanism between Time pressure and informationsearching of promotion decision [J]. Science Research Managemetn, 2012, 33(10):151-160. [9] Levin I P, Schneider S L& Gaeth G J. All frames are not created equal: A typology and critical analysis of framing effects [J]. Organizational Behavior and Human Decision Processes, 1998, 76 (3):149-188. [10] Woodruff R.B. Customer value: The next resource of competitive advantage [J]. Journal of Academy of Marketing Science, 1997, (2):139-153. [11] 卢长宝,于然海,曹红军.时间压力与促销决策信息搜寻的内在关联机制[J].科研管理, 2012, 33 (10):151-160. LuChangba,Yu Ranhai,Cao Hongjun. The internal relation mechanism between time pressure and information searching for promotion decision making [J]. Science Research Management, 2012 , 33 (10):151-160. [12] Kuvaas, B., & Selart, M. Effects of attribute framing on cognitive processing and evaluation [J]. Organizational Behavior and Human Decision Processes, 2004, (95):198-207. [13] Seta, J. J., McCormick, M., Gallagher, P., McElroy, T., & Seta, C. E. Voice frequency impacts hemispheric processing of attribute frames [J]. Journal of Experimental Social Psychology, 2010, 46 (3): 1089-1092. [14] Higgins E T. Beyond pleasure and pain [J]. American Psychologist, 1997, 52 (12): 1280-1300. [15] Higgins E T. Making a good decision: Value from fit [J]. American Psychologist, 2000, 55 (3):1217-1230. [16] Avnet T & Higgins E T. Locomotion, assessment and regulatory fit: Value transfer from "how" to "what" [J]. Journal of Experimental Social Psychology, 2003, 39 (4): 525-530. [17] Epstein S. Emotional and self-theory [A]. In Lewis M & Havilland J. M. (Eds.), the handbook of emotion. New York: The Guilford Press, 1993. [18] Reber R, Winkielman P & Schwarz N. Effects of perceptual fluency on affective judgments [J]. Psychological Science, 1998, 9(1): 45-48. [19] 彭聃龄.普通心理学[M].北京:北京师范出版社,2004. Peng Danling. General psychology [M]. Beijing, China: Beijing Normal University Press, 2004. [20] Aaker J I & Lee A Y. Understanding regulatory fit [J]. Journal of Marketing Research, 2006, 43(10):15-19. [21] 汪玲,林晖芸,逢晓鸣.特质性与情境性调节定向匹配效应的一致性[J].心理学报,2011,43(5):553-560. Wang Ling, Lin Huiyun , Feng Xiaoming. The coincidence between the regulatory fit effects based on chronic regulatory focusand situational regulatory focus [J]. Acta Psychologica Sinica, 2011,15(5):553-560. [22] Koo, L C., Tao K., C.&Yeung H.C. Preferential segmentation of restaurant attributes through conjoint analysis [J]. International Journal of Contemporary Hospitality Management, 1999, 11(5):242-250. [23] Zhang S, Frank R. K & Maria L.C. Comparative advertising: Effects of structural alienability on target brand evaluations [J]. Journal of Consumer Psychology, 2002, 12(4):303-311. [24] Schiffman L G &Leslie L K. Consumer behavior [M]. Upper Saddle River NJ: Prentice Hall, 2000. [25] Lee A Y & Aaker J. Bringing the frame into focus: The influence of regulatory fit on processing fluency and persuasion [J]. Journal of Personality and Social Psychology, 2004, 86 (3):205-218. [26] Russell, J. A. Core affect and the psychological construction of emotion [J]. Psychological Review, 2003, 110 (5):145-172. [27] 姚琦,乐国安,伍程聪等.调节定向的测量维度及其问卷信度和效度检验[J].应用心理学,2008,14(4):318-323. Yao Qi, Le Guoan, Wu Chengcong, Li Yanfei, Chen Chen. Measurement of regulatory focus: The reliability and validity of Chinese version of regulatory focus questionnaire [J]. Chinese Journal of Applied Psychology, 2008, 14(4): 318-323. [28] 温忠麟,侯杰泰,张雷.调节效应和中介效应的比和应用[J].心理学报,2005,37(2):268-374. Wen Zhonglin,Hou Jietai, Zhang Lei. A comparison of moderator and mediator and their application[J]. Acta Psychologica Sinica, 2005, 10(2): 268-274.