“加减法”与“升降级”：框架的自我选择与服务包定制决策

＂Additive or Subtractive,Upgrade or Downgrade＂： Self-selected Framing and Service Package Customization

在选项框架效应的以往研究中，研究者大多只关注了直接把决策者安排到某一个固定框架时的产品定制决策行为。然而在现实生活中，很多时候并不存在已经表述好的固定框架，在哪一种“定制框架”下完成产品／服务的定制完全可以由消费者自行选择。本研究通过以移动通信服务和旅游服务定制为背景的两个实验，考察了定制框架的自我选择对消费者服务包定制决策的影响。研究发现：（1）选择通过“加法”和“升级”的方式来进行服务套餐定制的被试者数量要显著多于选择“减法”和“降级”的被试者。（2）即便定制框架是由消费者自己决定的，它依然会对消费者随后的服务定制过程中的选择行为产生影响，选择在“减法”和“降级”框架下完成定制的被试者，定制出的服务套餐价格更高。（3）选择“减法”和“降级”定制的消费者完成整个定制决策要花费更多时间，但在决策满意度方面，却与选择“加法”、“升级”的消费者没有显著差异。（4）对价格的关注、实现控制、避免由删除或降级而带来的矛盾情绪是消费者选择“加法”和“升级”定制框架的主要理由，而选择“减法”和“降级”定制框架的消费者更主要是由于他们对服务质量和效用的关注。作者讨论了上述研究发现的理论和实践意义。

In existing literature on option framing effect,participants are generally assigned to predefined customization frames （additive or subtractive）, which implies participants are deprived of the opportunity to choose the frame they favor. However, there doesn＇t appear to be inherent frames exogenous to real world decision making. The adaptive frame itself can be developed and selected by decision makers. The major goal of this study is to examine the effect of selfselected framing approach （subtraetive vs. additive; upgrade vs. downgrade） on consumers＇ choice in service package customization settings. Two experiments in the context of mobile communication service and travel service consistently produce the following findings. （1） More consumers choose ＇additive＇ or ＇upgrade＇ frame to configure service package rather than ＇ subtractive＇ or ＇ downgrade＇ frame. （2） Although consumers self--select the frame to work on,its effects on service package configuration still differ. Those who have chosen ＇subtractive＇ or ＇downgrade＇ frame tend to choose more service options resulting in higher total sum price in service configuration process. （3） Besides, consumers spend more time on decision making under ＇subtractive＇ and ＇downgrade＇ frame. In terms of satisfaction involved in service configuration outcome and process, there are no significant differences between additive （upgrade） and subtractive （downgrade） framing approaches. （4） price concern, easiness to control, and negative emotion aversion are the major causes underlying consumer choosing ‘ additive＇ and ‘ upgrade＇ frame. In contrast, consumers‘ concern over service quality and utility contributes to thei’ preference over ‘subtractive＇ or ‘ downgrade’ frame. Implications for marketing theory and practice are discussed.