Based on mood regulation theory,this study adopted the method of eye-tracking experi-ments and questionnaire surveys to investigate the moderating effect of incidental emotions on the re-lationship between promotional framing and consumer responses.The results show that incidental e-motions significantly moderate the relationship between promotional framing and consumer response.Compared to loss-minimization promotions,gain-enhancement promotions bring higher perceived val-ue to consumers with negative emotions,while there is no significant difference for consumers with positive emotions.Perceived value acts as a mediating variable between promotional framing and pur-chase intentions,and positively influences the latter.The eye-tracking data further verifies the above conclusions.Consumers with negative emotions show significantly higher fixation duration and fixa-tion counts on gain-enhancement promotions compared to loss-minimization promotions,while there is no significant difference in fixation duration and fixation counts between the two promotions for consumers with positive emotions.
关键词
情绪调节理论/促销框架/偶然情绪/感知价值
Key words
mood regulation theory/promotional framing/incidental emotions/perceived value
维普
万方数据