| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 103 === Consumer can add product options or delete product options to be their customized products. In previous research, findings indicated that total expenditure amount in deleting situation will exceed adding situation. This phenomenon is called option-framing effect. Although it has been reported considerably, this effect doesn’t seem to emerge all the time. The present research looks into the influence of different types of consumers on option-framing effect. We suggest that tightwads and spendthrifts, with higher and lower pain of paying, would demonstrate distinctive behaviors toward option-framing effect because of different levels of cognitive effort. We expect tightwads would engage more in cognitive effort due to the fact that their consumers’ spending self-control is higher than spendthrifts. Accordingly, compared with spendthrifts, the option-framing effect will have little impact on tightwads. We carried out three experiments. First, we revealed that option-framing effect on tightwads is smaller than spendthrifts (Study 1). Second, we discovered that consumer type would not show option-framing effect when product type is utilitarian (Study 2). Finally, we proved that the mediation mechanism between option-framing effect and consumer type are consumer’s spending self-control and cognitive effort. Tightwads have more consumer’s spending self-control and cognitive effort, so they have smaller option-framing effect than spendthrifts.
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