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

Abstract

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

CLC Number:

F713.55

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

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