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<p>This study investigates how message framing (loss vs. gain) interacts with purchase type (material vs. experiential) to influence consumers' purchase intentions. Across three experiments, we find that loss-framed messages increase purchase intentions for material purchases, whereas gain-framed messages are more effective for experiential purchases. Further investigation reveals that this effect is mediated by fear of missing out (FOMO) and moderated by the attributes highlighted by the message framing (core vs. peripheral). These findings offer novel theoretical insights into the interplay between message framing and purchase type, and provide practical guidance for developing targeted advertising strategies for different purchase types.</p>

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Frame the purchase: How message framing shapes consumer responses to material vs. experiential purchases

  • 期刊论文

  • 发表日期：

    2026年1月24日

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  • Bin Li,
  • Jianxi Rui,
  • Ou Li

摘要

This study investigates how message framing (loss vs. gain) interacts with purchase type (material vs. experiential) to influence consumers' purchase intentions. Across three experiments, we find that loss-framed messages increase purchase intentions for material purchases, whereas gain-framed messages are more effective for experiential purchases. Further investigation reveals that this effect is mediated by fear of missing out (FOMO) and moderated by the attributes highlighted by the message framing (core vs. peripheral). These findings offer novel theoretical insights into the interplay between message framing and purchase type, and provide practical guidance for developing targeted advertising strategies for different purchase types.