本研究作者嘗試去深入探討消費者為何會去傾向選擇延遲其決策，再者，當消費者已處於延遲情況下，該如何去誘發他們的購買意願。因此，本研究首先調查不同目標導向的消費者之間的差異及決策傾向，更進一步去去探討如何去降低消費者延遲決策之程度。故在本研究中，進行了三個實驗，首先，實驗一為檢測不同目標導向之消費者的延遲決策及拒絕購買的傾向。再者，實驗二為對於不同目標導向之消費者進行降價操弄，以進一步檢測此操弄是否能有效降低消費者延遲之程度。最後，實驗三，則是以訊息勸說的方試來再加檢測是否能有效降低消費者延遲決策程度。而本研究發現對於prevention-focus的消費者的降低延遲決策程度效果是相較於promotion-focus消費者更加地顯著的。

This article extends research on the reason why consumers choose to defer and further explores how marketers to induce consumers’purchase intention when consumers with different focus are encountering the deferral situation. Besides, investigating the differences and tendency between different regulatory focus people in subsequent reactions with the strategies. Furthermore, we examine how to reduce the degree of deferral of consumers. In this article, we implement three experiments: Experiment 1 examined the deferral and rejection tendency between different focus people, Experiment 2 manipulated price discounts on different focus people to examine whether it is effective on reducing the degree of deferral, and Experiment 3 manipulated the persuasion information on people to examine whether is effective. This finding indicates the effect on reducing the degree of deferral is more effective on prevention-focus people than promotion-focus regardless of different stimulus.

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