現今市場上充斥著琳瑯滿目的商品，使得人們對於物質的欲望日漸升高。每個人重視物質的重要程度影響著他們的消費習性。商品訊息也是影響消費者購買商品的一個評估依據。訊息的呈現有強調可以獲得愉悅的促進框架訊息，與強調可以避免痛苦的預防框架訊息。本研究透過實驗發現，商品訊息以促進框架呈現時，有高度唯物主義比起低度唯物主義程度的消費者，對商品有較高的購買意願；商品訊息以預防框架呈現時，低度比起高度唯物主義程度的消費者，對商品有較高的購買意願(實驗一)。我們也發現，當商品訊息是在促進框架的情況下，消費者的唯物主義越高，會越期待在擁有商品後能帶來正面的改變，進而產生購買意願；當商品訊息是在預防框架的情況下，消費者的唯物主義越低，會對商品抱持著越多可以改變的期待，因而有想要花錢消費的想法(實驗二)。而當消費情境在沒有計畫消費的情況下，高唯物主義消費者面對促進框架訊息時，仍然比低唯物主義消費者較容易有衝動消費的傾向；但是在預防框架訊息的情況下，使得高、低唯物主義消費者的衝動消費傾向沒有顯著的差異(實驗三)。

There are plenty of products in the market nowadays, and they make people desire for more material products. People’s consumptive habits are affected by how important they think physical products are. Product message is also an assessment that influences consumer purchases. There are two kinds of messages, one is promotion-framed message which emphasizes products that help you approach pleasure, and another is prevention-framed message which emphasizes products that help you avoid pain. In this research, we find that high-materialism consumers have more purchase intention than low-materialism consumers when promotion-framed product message is presented. On the other hand, low-materialism consumers have more purchase intention than high-materialism consumers when prevention-framed product message is presented (Study 1). We also find that when consumers who have higher level of materialism receive promotion-framed message, they will have higher transformation expectation, which in turn will make them to have higher purchase intention; when consumers who have lower level of materialism receive prevention-framed message, they will high transformation expectation, which will let them have higher purchase intention (Study 2). In an unplanned consumptive context, consumers with high materialism will show higher impulsive consumption tendency than low-materialism consumers, when they receive a promotion-framed message. Nonetheless, there is no difference in impulsive consumption tendency between high- and low-materialism consumers when the message is presented in prevention-frame (Study 3).

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