How Temporal Loss Framing in Promotions Shapes Purchase Intention: From Missed Opportunities to Action
研究对比了前瞻性（如“今晚促销结束”）与回顾性（如“错过上次促销？”）两种时间损失框架对购买意愿的影响，发现回顾性框架通过激发错失恐惧更有效，但效果在定制化渠道或已有稀缺线索时减弱。
This research investigates how temporal loss framing in advertising (prospective versus retrospective) influences purchase intention. A prospective loss frame warns that one is about to miss out unless acting now (e.g., “Sale ends tonight”); a retrospective loss frame makes a prior miss salient while inviting a renewed chance (e.g., “Missed our last sale?”). Across four experiments, retrospective (vs. prospective) framing increases purchase intention. The effect operates via heightened fear of missing out (FoMO). Two boundary conditions qualify it: the retrospective advantage attenuates in customized (vs. broadcast) channels and when explicit scarcity cues are already present, which limit its incremental force.