本研究以便利抽樣的方式來發放問卷，探討已經有參考產品的消費者在面對銷售人員提供不同的方案建構方式下，以及在預期遺憾程度增加時，是否會產生偏好反轉和折衷效果。此外，並解釋價值觀的干擾影響。
研究結果證實，當為歡樂性產品時，銷售人員提供的方案建構方式會明顯形成偏好反轉，而當產品為功利性屬性時，消費者一開始所持有的參考點也會明顯影響偏好反轉現象。此外，當銷售人員提供基本型產品加上想要的產品選項時，預期遺憾程度增加會明顯影響偏好反轉。最後，價值觀的干擾並不明顯。
依據結論，本研究建議在實務上，應使消費者一開始就接受到最高功能等級的產品資訊，以及銷售人員也應從最高功能的產品慢慢扣除功能和價格往其他較低階的產品介紹，並設法使消費者了解做錯決策會不可挽回，以增加預期遺憾程度。另外並不用依照消費者不同的價值觀來調整方案建構方式和預期遺憾程度。
This study adopted the method of questionnaire survey. We investigated the effects of consumers whose already have reference by themselves before they confronted the situation of additive option framing or subtractive option framing that is introduced by the salesperson. And their anticipatory regret increase on preference reversal and compromise effect. In addition, we also explained the moderating effect of values.
After analysis, this study provided some major conclusions. The salesperson’s introduction of option framing method significantly effect preference reversal when the product is hedonic goods. And when the product is utilitarian goods, consumers’ first reference has significant effects on preference reversal. Additionally, the increase of anticipatory regret has effects on preference reversal when the salesperson introduces additive option framing. Finally, there is no significant moderating effect with values.
According as conclusions, this study suggested that introductory and promotion produces should focus on the highest-level goods. Let consumers’ anticipatory regret increase. And seller shouldn’t adjust option framing method and anticipatory regret to people’s values.
