Abstract
Investigations into the option framing effect involve the use of a subtractive versus an additive option-framing method to gauge their impact on consumer behaviors. This research examines how option framing could affect choice decisions as a function of a consumer's goal orientation. Study 1 offers convergent support for the proposition that regulatory focus moderates the option framing effect and the mediating role of action/inaction on the relationship between regulatory focus and the option framing effect. In particular, a reverse finding shows that promotion-focused consumers provided with a +OF options list tend to choose more options than those who are given a -OF option list. To explain the reverse effect, Study 2 examines and demonstrates regulatory fit as a possible moderator. The results of Study 2 also confirm our inference and echo the same results of Study 1. Finally, based on the regulatory fit theory, Study 3 examines if cognitive constraints associate with a consumer's regulatory orientation may also account for the interaction between regulatory focus and option framing. The results of Study 3 also support the proposition. © 2013 Elsevier B.V.