A Study on the Effects of Regulatory Fit and Framing

Li Chen

doi:10.4028/www.scientific.net/AMM.644-650.6289

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 644-650A Study on the Effects of Regulatory Fit and...

A Study on the Effects of Regulatory Fit and Framing

Abstract:

Regulatory fit theory is based on regulatory focus theory which was from hedonism and decision-making motives, explaining individual consumer’s decisions making processes from both psychological and mental point of views. Regulatory fit theory proposed consumers in the face of different forms of information representation will lead to match or mismatch of consumer wants. And the effect of adjusting the matching value will affect the perception of the product or service, thereby affecting the consumer’s buying wish.Framing effect is originated from prospect theory indicate that people will make different choices when they face the same, but different forms of expression scheme. This article tries to explore the inherent nature of impulsive buying behavior mechanisms, drawing on regulatory fit theory and framing effect theory.

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Periodical:

Applied Mechanics and Materials (Volumes 644-650)

Pages:

6289-6292

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.644-650.6289

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Online since:

September 2014

Authors:

Li Chen*

Keywords:

Framing, Promotional Description, Purchase Intention, Regulatory Fit

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* - Corresponding Author

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