當消費者在決定商品選項時，可以藉由增加產品選項或刪除產品選項的客製化服務來決定自己的商品。(修飾一下)先前的研究發現，消費者在完整型商品時刪除產品選項，所遺留下來的選項及最終消費金額會比消費者在基本型產品增加選項時還多，該現象稱為選項框架效果。本文旨在於探討不同類型的消費者，在面對選項框架時是否會有同樣的現象存在。我們利用消費者的心痛程度，推理出小氣鬼與奢侈鬼對於產品資訊所付出的認知會有所差異，導致消費者在面對完整型商品做刪除產品選項的動作，會比在面對基本型產品做增加選項的動作，所遺留下來的選項及最終消費金額較高的差距程度，小氣鬼會比奢侈鬼弱。本研究執行了三個實驗。首先，我們證實了小氣鬼的選項框架效果比奢侈鬼小(實驗一)。接著，我們驗證了當產品為實用型產品時，小氣鬼的選項框架效果比奢侈鬼小的現象不會發生(實驗二)。最後，我們證明選項框架效果會因為小氣鬼、奢侈鬼而有所不同，是來自於小氣鬼擁有較高的消費自我控制而願意付出較多認知努力，使得選項框架效果較小；相反的，奢侈鬼則會因為擁有較低的消費自我控制而願意付出較少認知努力，而導致選項框架效果較大(實驗三)。

Consumer can add product options or delete product options to be their customized products. In previous research, findings indicated that total expenditure amount in deleting situation will exceed adding situation. This phenomenon is called option-framing effect. Although it has been reported considerably, this effect doesn’t seem to emerge all the time. The present research looks into the influence of different types of consumers on option-framing effect. We suggest that tightwads and spendthrifts, with higher and lower pain of paying, would demonstrate distinctive behaviors toward option-framing effect because of different levels of cognitive effort. We expect tightwads would engage more in cognitive effort due to the fact that their consumers’ spending self-control is higher than spendthrifts. Accordingly, compared with spendthrifts, the option-framing effect will have little impact on tightwads. We carried out three experiments. First, we revealed that option-framing effect on tightwads is smaller than spendthrifts (Study 1). Second, we discovered that consumer type would not show option-framing effect when product type is utilitarian (Study 2). Finally, we proved that the mediation mechanism between option-framing effect and consumer type are consumer’s spending self-control and cognitive effort. Tightwads have more consumer’s spending self-control and cognitive effort, so they have smaller option-framing effect than spendthrifts.

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