The Influence of Incidental Emotions and Promotion Framing Effect on Consumer Purchase Intentions
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.
mood regulation theorypromotional framingincidental emotionsperceived value
万方数据
维普
