在模糊决策情境中，个体的认知特征会对决策行为产生重要影响。通过问卷与实验相结合的方法，考察认知闭合需要与促销策略（赠送VS．打折）对240名大学生模糊消费决策的影响。结果如下：（1）高认知闭合者在模糊消费情境中偏好立刻做出决策，低认知闭合者偏好暂缓做出决策；（2）促销策略与认知闭合需要对消费决策存在边际交互作用，表现为高认知闭合组更偏好赠送，低认知闭合组对两种促销策略未表现出此类分离。上述结果证实促销策略与认知闭合需要不仅对个体的消费决策存在独立影响，且存在一定交互影响。本研究关注不同认知闭合需要的消费者在不同促销策略下模糊消费决策的差异性，丰富了消费者行为决策理论，对营销实践者亦提供了借鉴。%One of the most interesting implications of prospect theory is that choices are affected by whether the alternatives are framed as gains or as reduced losses. Consumer researchers have adopted part of this theory to hypothesize consumer preferences. Over the past decade, many of them have proved the use of this theory is effective, which means if two sales promotions have the same monetary value, the promotion which is framed by the consumer as a gain will ＂feel＂ more valuable than a promotion framed as a reduced loss. Consumer researchers asserted that the framing of sale promotions should affect whether they are chosen by consumers. The need for cognitive closure （NFCC） is one of individual＇s stable cogni- tive characteristics. When consumers are exposed to an ambiguity consumption situation, as one of individ- ual＇s cognitive characteristics, NFCC should play an important role in their decision-making. The lay epis- temic theory in cognitive psychology has asserted that, individuals with high dispositional NFCC prefer to make instant decisions under uncertain situations and are more easily affected by the framing effect. Based on this theory and related research findings, we hypothesized that consumers with high dispositional NFCC would spend less time making decisions under the ambiguity consumption situation. We also predicted that high dispositional NFCC consumers would prefer the nonmonetary （framed as gain） version of the promo- tion to the monetary （framed as reduced loss） version of the promotion. The research combines the method of questionnaires with lab experiments. 240 students were selected to administrate the NFCC scale and were distributed into high dispositional NFCC group or low disposi- tional NFCC group. One week later, the participants were asked to participate in a decision making exper- iment on the computer. Each of them was presented with one fuzzy consumption scenario, in which the nonmonetary （framed as gain） / the monetary （framed as reduced loss） version of the promotion and a ＂comparative offer＂ were presented. After understanding the consumption scenario, everyone should input the number of their options as quickly as possible, the scenario was described in a time-pressing way to make sure that the consumption situation is fuzzy. The results followed from this, individuals with high NFCC showed their tendency to make an instant decision while those with low NCFF preferred to make a slower decision. Furthermore, the research found that factors of promotion strategy and need for cognitive closure had a marginal interaction effect on con- sumers＇ decisions under the ambiguity consumption situation. That is to say, compared with low NFCC consumers, high NFCC consumers were inclined to be affected by the framing of sale promotions because they thought the promotion described as a gain was more valuable than the promotion framed as a reduced loss. This study is among the few studies that investigate the impact of NFCC on decisions of the uncer- tain economic consumption situation and thus contributes to the framing effect literature by showing that people with high dispositional NFCC are affected by the framing of sale promotions. These findings have significant managerial implications. First, it carrys implications for the understanding of consumers＇ decision behaviour. Second, the results also provide some enlightenment for those marketing practitioners.
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