無為慣性效果是指當人們錯過了較優的第一次機會，且面對目前另一個次優的機會時，對於次優的第二次機會的行動可能性會降低。本研究主要探討不同類型消費者對於無為慣性效果的影響。在實驗一，我們發現獨立自我為主的消費者，無為慣性程度會小於相依自我為主的消費者。而在實驗二，我們加入了規範框架訊息作為干擾因子。我們發現在促進框架的產品訊息下，獨立自我為主的消費者的無為慣性程度依然小於相依自我為主的消費者；但在預防框架的產品訊息下，獨立自我為主的消費者與相依自我為主的消費者的無為慣性程度沒有差異。

Inaction inertia refers to the effect that when people have missed the first opportunity, their likelihood of acting on a subsequent, less attractive opportunity may decrease. The current research mainly explores the inaction inertia effects of different types of consumers. In study 1, we find that consumers with more independent self-construal have smaller inaction inertia effect than consumers with more interdependent self-construal. In study 2, we add in regulatory framed message as a moderator. We find that in promotion-framed product message condition, consumers with more independent self-construal still have smaller inaction inertia effect than consumers with more interdependent self-construal, but in prevention-framed product message condition, these two types of consumers have the same inaction inertia effect.

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