本研究旨在探討有無理想點這兩種類型的消費者在面對不同的規範框架訊息時對於產品的評價。研究結果發現，沒有理想點的人在面對促進框架訊息下會比預防框架訊息產生較佳的產品評價；有理想點的人的情形則相反(實驗一)。本研究也發現，在有無理想點消費者與規範訊息適配的情形下，將產生更高的處理流暢度，並使消費者對產品做出更高的評價(實驗二)。我們在研究中也排除了消費者對產品擁有不同涉入程度時，混淆研究結果的可能性(實驗三)。在大的選擇集合情形下我們發現了邊界條件，即有理想點的人不論是面對促進或是預防框架訊息，其對產品的評價將無顯著差異；沒有理想點的人在面對促進框架訊息會比預防框架訊息做出更佳的產品評價(實驗四)。

The main purpose of current research is to distinguish the different effect between the role of ideal point availability and regulatory-framed message on product evaluation. We find that consumers with ideal point will have higher product evaluation when they see promotion-framed message than prevention-framed message. On the other hand, consumers without ideal point will have higher product evaluation when they see prevention-framed message than promotion-framed message (Study 1). When there’s a fit effect between ideal point availability and regulatory-framed message, it will lead to higher process fluency, which will further make consumers have higher product evaluation (Study 2). In our research, we rule out the possible confounding of product involvement (Study 3), and we also find the boundary condition of our research (Study 4), which is saying that under large assortment, consumers with articulated preference will have no difference on product evaluation between promotion- and prevention-framed message, whereas consumers without articulated preference will have higher product evaluation on promotion-framed message than prevention-framed message.

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