Math anxiety effects on consumer purchase decisions: the role of framing
研究数学焦虑如何影响消费者对不同促销框架（如折扣与减损、单次折扣与多次折扣）的感知和购买决策，发现数学焦虑水平不同的消费者反应不同。
Abstract Mathematics anxiety, an emotional state resulting in negative responses to math problems and numerical information, has been extensively studied in educational psychology. Research on the impact of math anxiety on consumer purchase decisions, however, is still in its nascent stages. This paper examines the interaction between math anxiety and different promotion framing formats on consumers’ perceived savings, price acceptability, and purchase decisions. Across two studies, we demonstrate that consumers with varying levels of math anxiety respond differently to various promotion frames: a gain versus a reduced loss and a single discount versus multiple discounts. We further show that consumers with insufficient math ability may experience negative affect and heighten math anxiety, particularly when faced with numerical and arithmetic tasks commonly encountered while shopping.