时间压力对品牌决策中图形框架效应的影响

本研究以大学生为被试,以孙彦等人（2012）所研究的”MP3购买问题”为实验材料,采用2（时间压力：有时间压力/无时间压力）×2（图形版本：图形版本1/图形版本2）×2（品牌类型：品牌A/品牌B）三因素混合设计探讨了时间压力对品牌决策中图形框架效应的影响。结果表明：（1）在无时间压力条件下被试的品牌决策偏好受到了图形版本的影响,即出现了图形框架效应;（2）在有时间压力条件下图形框架效应对品牌决策偏好的影响被弱化了,说明图形框架效应是一个精细加工的过程。

The Effect of Time Pressure on the Graph-Framing Effect of Brand Decision-Making

The graph-framing effect has proved to be a new approach for understanding decision-making, however previous results are largely mixed. By using ＂ MP3 purchase problem＂, the present experiment intended to explore the effect of time pressure on the graphframing effect of brand decision. This study adopted a 2（time pressure： no time pressure vs. time pressure） ×2（graph version： figure I vs. figure2） ×2 （brand type： type A vs. type B） factors mixed experimental design to examine whether the graph framing influenced brand decision-making , and to testify the two-process model of graph framing effects- The Graph-edited Equate-to-differentiate Model （GEM）. By carrying out the ＂MP3 purchase problem＂ task, we collected data from 102 participants. The results indicated that： （1） compared with participants in the condition of no time pressure, people with time pressure were influenced more by graph-framing effect when they made a brand decision; （2） time pressure weakened the graph-framing effect of brand decision-making, and the framing effect under time pressure was found to the result from elaborative processes.