Research on the Event-Related Potentials of the Framing Effect of Product Promotional Strategy
Promotion can enable more consumers to understand products information quickly and help enterprises to sell a large number of products.How do consumers deal with infor-mation while making purchase decisions in the face of different promotional strategies?In the paper,event-related potentials(ERPs)was used to explore the cognitive processing process of consumers'purchase decision under the situation of framing effect.In the S1-S2 paradigm,18 subjects were recruited and presented with the commodity promotional results(S2)with"payment"as negative and"saving"as positive under the conditions of large-scale(total com-modity amount of 6 million yuan)or small-scale(total commodity amount of 600000 yuan)events(S1)directly,and were required to choose whether to buy.The analysis results of behavior and ERPs data show that:framing effect exists under both scale conditions,which shows that it has less reaction time and higher purchase rate under the positive frame;N1 can be used as an evaluation indicator for scale factor,P2 can be used as a perception indicator for the size of decision results in the framing effect,feedback related negative waves(FRN)can be used as an evaluation and decision-making indicator in the framing effect,and the framing effect has nothing to do with the scale factor.
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