中文摘要：

产品虚位现象日益盛行，不仅给厂家或商家的营销理念与营销方法带来了重要变革，也给消费者的消费心理与消费行为带来了重要影响。面对厂家或商家呈现不同的虚位产品广告信息框架，消费者会产生不同的信息加工与认知反应，并最终影响消费者的购买意愿。通过两个实验，我们发现：①消极信息框架广告较之于积极信息框架广告更能促进消费者的虚位产品购买意愿，但会受到解释水平的调节作用，而且会产生匹配效应；②感知稀缺性会中介广告信息框架对消费者虚位产品购买意愿的影响，并且该中介过程也会受到解释水平的调节作用，同样也会产生匹配效应。本文的研究结论不仅对深化和完善产品虚位理论有重要的理论意义，而且对改善厂家或商家的虚位营销操作水平和提高消费者的虚位产品消费理性水平有重要的实践意义。

英文摘要：

With the growing prevalence of phantom products phenomena, it hasn＇t only brought manufactures or merchants important transformations of marketing philosophy and strategy, but also brought consumers important effect on consuming psychologies and behaviors. On the exposure of different advertisement message framing of phantom products presented by manufactures or merchants, consumers will produce different information processing and cognition reaction,and finally produce an important impact on their purchasing intention. Across two experiments,we found that the negative message framing advertisement promoted greater intention to purchase phantom product than the positive message framing advertisement, but the process would be moderated by construal level and produced matching effect between advertisement message framing and construal level. Meanwhile, we also found that perceived scarcity wouht mediate the influence of advertisement message framing on consumer＇s purchasing intention toward phantom product, and moreover tile mediating process was also moderated by construal level and generated matching effect between advertisement message framing and construal level. The findings would not only deepen and perfect the phantom product theory, and but also enhance the manufacture＇s or merchant＇s operating ability to market phantom product and improve consumer＇s rationality to purchase or consume phantom product.