Abstract:

On the exposure of the situations to book phantom product, the advertisement message framing will deeply influence the consumer’s willingness to book phantom product. The article will research the influencing mechanism of advertisement message framing on consumer’s willingness to book phantom product. Across four experiments, we found that （1）advertisement message framing influenced heavily consumer’ willingness to book phantom product, Specially, negative message framing would boost greater consumer’s willingness to book phantom product than did positive message framing;（2）Perceived scarcity and perceived deception separately mediated the effect of advertisement message framing on consumer’s willingness to book phantom product, and meanwhile the processes were separately moderated by construal level and lied matching effect between advertisement message framing and construal level;（3）Perceived scarcity and perceived deception also mediated commonly the effect of advertisement message framing on consumer’s willingness to book phantom product, and further the common mediating process were also moderated by construal level. The finding won’t only perfect the research on the effect of advertisement message framing on consumer’s willingness to book phantom product, but also enhance manufacture’s or merchant’s the ability to operate phantom marketing and improve consumer’s rationality to purchase phantom product.

Key words: Advertisement message framing, Perceived Scarcity, Perceived deception, Construal level, Willingness to book phantom product