| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === The main purpose of current research is to distinguish the different effect between the role of ideal point availability and regulatory-framed message on product evaluation. We find that consumers with ideal point will have higher product evaluation when they see promotion-framed message than prevention-framed message. On the other hand, consumers without ideal point will have higher product evaluation when they see prevention-framed message than promotion-framed message (Study 1). When there’s a fit effect between ideal point availability and regulatory-framed message, it will lead to higher process fluency, which will further make consumers have higher product evaluation (Study 2). In our research, we rule out the possible confounding of product involvement (Study 3), and we also find the boundary condition of our research (Study 4), which is saying that under large assortment, consumers with articulated preference will have no difference on product evaluation between promotion- and prevention-framed message, whereas consumers without articulated preference will have higher product evaluation on promotion-framed message than prevention-framed message.
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