基于前景理论的促销框架效应及研究评述.pdfVIP

基于前景理论的促销框架效应研究评述① 王丹萍1,2 庄贵军1 周茵1,2 摘 要 在列举已有文献中所探讨的促销框架基础上，讨论各促销框架的特征与差异，发现已有文献讨 论了四种促销框架类型：属性框架、风险框架、离合框架和归属框架。据此分别讨论前景理论对各种促销 框架效应的实证研究结果的解释情况。发现离合框架效应的研究对前景理论的支持情况良好。但在属性和 风险框架效应的研究中，前景理论被支持的情况较差。建议后续探讨属性、风险以及归属框架效应的研究 可借鉴调节定向理论解释和预测框架效应的表现；同时结合信息加工理论，探索信息加工程度如何影响框 架效应的出现。最后通过比较已有文献所研究的促销框架类型与现实中企业所应用的促销框架，指明现实 中存在六类新的促销框架值得学者们进一步探讨。 关键词 前景理论,促销框架效应,亏损规避,价值函数凹线性 A Literature Review of Deal Promotion Framing Effect——Based on Prospect Theory 1,2 1 1,2 Wang Danping , Zhuang Guijun , Zhouyin (1.School of Managemet, Xi’an Jiaotong Univertisy; 2.The Key Lab of the Ministry of Education for Process Control and Efficiency Engineering) Abstract ：Firstly, we list various deal promotion frames emerged in literature and describe their critical differences and commonalities. In this way we classify deal promotion frames into four different kinds: attribute framing, risk framing, segregation and aggregation framing, as well as assignment framing. Secondly, according to this typology we thoroughly review past deal promotion framing research based on prospect theory. It finds that in probing segregation and integration framing effect, the hypothesis proposed by prospect theory is supported. However, prospect theory cannot adequately explain and interpret the other types of framing effect, especially attribute and risk framing effect. We suggest future researches use regulatory focus theory and information processing theory to deeply explore the antecedent, consequences and boundary condition of these types of promotion framing effect. We conclude the review with comparison between researched types of promotion framing effect and promotion framing