中英文对照文献The effects of option framing.docxVIP

The effects of option framing on consumer choices: Making decisions in rational versus experiential processing modes 选项框架对消费者的选择的影响：理性决策与经验处理模式 Dipayan Biswas*Bentley University, 238 Morison Hall, 175 Forest Street, Waltham, MA 02452, USA Dipayan Biswas *本特利大学，238莫里森大厅，175林街，马萨诸塞州沃尔瑟姆，02452，USA In the marketplace, consumers often encounter framed scenarios for optional product features, whereby they can add desired product options to a base model or delete undesired product options from a fully loaded model. The results of two experiments show that such option framing can influence consumers’ decision making regarding the total number of finally chosen product options. Also, consumers’ processing modes –rational versus experiential, can influence their choice behavior under option framing. Specifically, consumers choose a higher number of options in the delete (versus add) frame, and the effect is magnified when making decisions in an experiential mode, and it is diminished when making decisions in a rational mode. Moreover, cognitive constraints further moderate these effects. 在市场上，消费者经常遇到的可选产品成帧方案功能，因此他们可以添加所需的产品选项示范基地或删除从满载模式不需要的产品选择。两个实验的结果表明，这种选择可以取景影响消费者对于决策终于选择产品选项总数。此外，消费者的处理方式 理性与经验，会影响下选择取景自己选择的行为。具体来说，消费者选择在删除多项选择较高（相对于添加）帧，并在一个经验模式决策时的效果被放大，并且它在一个合理的方式做决策时减弱。此外，认知限制进一步缓和这些影响。 Cognitive-experiential self-theory proposes that consumer decision making is influenced by two different processing modes – a thoughtful and analytical rational mode and an emotion or affect driven experiential mode (Epstein et al., 1992; Epstein et al., 1996; Shiv and Fedorikhin, 1999; Schul and Mayo, 2003). Prior research studies, in different contexts, have shown that decision making in each of these processing modes can lead to differential outcomes in terms of final judgments (Lieberman, 2002;Schul and Mayo, 2003). 认知体验自我理论认为消费者决策是由两个不同的处理模式的影响 周到和分析理性模式和一种情感或影响从动经验???式（Epstein等人，1992; Epstein等人，1996;毒刃和。Fedorikhin，1999年，Schul和Mayo，2003）。此前的调查研究，在不同的情况下，表明决策每种处理方式可能会导致结果