Research On The Impact Of Promotion Framing On Compromiise Effect

With the rapid development of knowledge economy, the competition in consumer market becomes increasingly fierce, and how to accurately grasp the consumers’ preference has become a hot issue concerned by business and academia people. Many literature studies have showed that situational factor which may make consumer decision-making process more complicated plays an important role. But there are various promotion methods in the actual marketing process, and which kind of promotion description can make products attractive?How to design the promotion description can control the context effect of consumer choice effectively. The answers to these questions, which can help businesses to design promotion description better so that to make its utility maximized, have significantly theoretical and practical impact.This study examined the impact of promotion framing on compromise effect under the both ways of consumers’ regulatory focus. Firstly, it introduces the related theories of regulatory focus, framing effect and compromise effect. Then, it conducts empirical study which combines two methods of data collection because of higher validity according to the research hypothesis. And we get the conclusion using SPSS 19.0 to analysis data. The results of the study show that promotion framing can weaken the degree of compromise effect and change consumers’ choices. Further, the regulatory fit when regulatory focus matches the framing effect has more impact on consumer preferences than unfit. Finally, it provides valuable practical suggestions of marketing on promotion and so on.This research not only continues the previous theory about regulatory fit advanced by Higgins, but also does the innovate combination between the consumer purchasing process and the regulatory fit theory which enriches the research on the antecedent variables of compromise effect.