Abstract:

Supplying additional services has become a competitive strategy adopted by many corporations. Therefore, the marketers should try hard to find a way to encourage consumers to purchase their additional services. This research tries to uncover the role of framework on decision-making of additional service and the moderating effect of happy and sad emotion. Conclusions through the experiment, we find that compared with those in the choosing framework, people in the abandoning framework are more willing to purchase additional services and assign higher value on it. Happy emotion enhances the influence of task framework while Sad emotion weaken the effect.

Key words: Task Framework, Emotion, Decision-Making, Additional Service