产品促销策略框架效应事件相关电位研究

Research on the Event-Related Potentials of the Framing Effect of Product Promotional Strategy

产品促销能让更多的消费者快速了解产品信息,帮助企业大量销售产品.消费者在面对不同促销策略,进行购买决策时是如何处理信息的?文章采用脑电技术,将事件相关电位技术(ERPs)用于探索在考虑框架效应情境下,消费者购买决策的认知加工过程.在S1-S2范式中,招募18名被试,被直接呈现在大规模(商品总价600万元)或小规模(商品总价60万元)事件(S1)条件下以“支付”为负性,以“节省”为正性的商品促销结果(S2),要求对每个促销结果是否购买做出选择.行为数据和ERPs数据的分析结果显示:框架效应在两种规模条件下都存在,表现为在正性框架下有着较少的反应时间和更高的购买率;N1可以作为规模因素评估的指标,P2可以作为框架效应中对决策结果大小感知的指标,反馈相关负波(FRN)可以作为框架效应中进行决策和评估的指标,且框架效应与规模因素无关.

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 information 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 commodity 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.