随着决策框架效应研究的不断深入，学者们逐渐从单纯的验证转向对影响因素及其影响机制的大量探索：框架效应是否有年龄差异？认知、情绪等对框架效应是否有影响，如何影响？具体到营销实践中，如何利用框架效应，提升汽车销售业绩？选项框架效应是不是任何时候都会发生？针对不同年龄的目标消费者，采用何种营销策略更为有效？理性还是情感？选项框架效应（option framing effect）始于Park（2000）汽车选购模拟实验。他让一组被试在基本型产品的基础上逐一添加想要的配置（加法框架），或在完整型产品的基础上，逐一删除不想要的配置（减法框架），直到满意为止。结果发现，减法框架下被试选择的配置数量和总价显著多于加法框架。本研究的目的是通过对不同年龄组被试操纵关注条件（信息/情绪），考察情绪和年龄对框架效应是否有影响及如何影响。以60名年轻人和60名中年人为样本，采用2*2*2的三因素混合实验设计，其中年龄（年轻组、中年组）与关注条件（关注信息、关注情绪）为被试间变量，加减框架（加法框架、减法框架）为被试内变量，最终选择的汽车总价为因变量。要求被试在关注条件下，选择自己想加装或删减的配置，最终选定自己想购买的汽车配置及总价，并在完成每一项选择后对该项配置的性价比或带来的主观愉悦程度进行评分（1-5分）。研究的结果有：1）加减框架主效应显著，减框架下最终购买的汽车总金额显著高于加框架下最终购买的汽车总金额；2）加减框架与关注条件的交互作用显著，在关注信息条件下，框架效应显著，在关注情绪条件下，框架效应消失；3）年龄与框架效应交互作用不显著，说明框架效应与年龄无关；4）年龄与关注条件的交互作用显著，中年人愿意花更多的钱以满足情感，年轻人愿意为性价比而不是情感花更多的钱。综上所述，本研究的结论是：（1）情绪可以影响加减框架效应；（2）加减框架效应与年龄无直接关系；（3）年轻人可以通过关注信息、中年人可以通过情感来影响他的决策结果。

As the framing effect continuously go deep into of the research, scholars have gradually transferred from simple verification to exploring the affecting factors and mechanism: Is there framing effect any differences on age? Does cognition, emotion and so on influence framing effect? How to influence? Specific to the marketing practice, how to use the framing effect to improve car sales? Whether does the option framing effect happen at any time? Which marking strategy should adopt for consumers in different age groups, rational or emotional?Options framing effect was found by Park’s auto choosing experiment (2000). He let participants add desired options on the base model (add frame), or delete undesired options on the fully loaded model (delete frame). The results showed that the total sum and price is greater in delete frame than add frame. The aim of this study is to examine whether emotion and age can influence framing effect and how to effect by manipulating focusing conditions (information or emotion).Sixty young adults and 60 middle-age adults were recruited. The present study was a 2*2*2-mixed design with testing the type of frame (add, delete) as the within-subject variable and age (young, middle-age) and focusing condition (information, emotion) as the between-subject variables. The final total price is dependent variable. Participants were asked to choose what they want or do not want and make a final decision under the focusing conditions. Then complete the evaluation of the ratio of utility and price or subjective pleasure degree score (1-5 points).The main results showed that:1) Participants end up choosing a higher total price of options when starting from a delete than from an add frame.2) Participants end up choosing a higher total price of options when focusing on information than emotion. 3) Framing effect has nothing to do with age.4) When focusing on information, framing effect is significant, whereas focusing on emotion, framing effect is diminished.5) Middle-age adults would rather satisfy their emotion with more money, whereas young adults would rather satisfy their ratio of utility and price with more money.Several conclusions could be drawn as following: 1) Emotion can influence option framing effect. 2) Age is no direct relationship to option framing effect. 3) Decision making can influenced by focusing on information for young adults, whereas on emotion for middle-age adults.