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Based on regulatory focus theory, this study examines the impact of the congruence between different types of goal framing in advertising (promotion vs. prevention) and product types (hedonic vs. utilitarian) on individual consumer decision-making, as well as the underlying psychological mechanisms. The findings are as follows: (1) A goal-framing effect was observed, such that individuals allocated more attention and exhibited higher purchase intentions toward products presented with promotion-framed advertising. (2) A matching effect between goal-framing type and product type was identified: promotion framing increased purchase intentions for hedonic products, whereas prevention framing increased purchase intentions for utilitarian products. (3) Processing fluency mediated the effect of goal\u2013product matching on consumer decision-making. (4) The presence of time pressure amplified the goal-framing effect, leading to stronger preferences under promotion-framed advertisements, as reflected in both longer fixation durations and higher purchase intentions. By integrating regulatory focus theory with product type matching, this study leverages eye-tracking data to reveal the cognitive processes underlying consumer decision-making and the moderating role of time pressure on goal-framing effects. The findings enrich the motivational perspective in consumer behavior research and provide empirical guidance for designing differentiated advertising strategies and optimizing advertising copy.<\/jats:p>","DOI":"10.3390\/jtaer20030237","type":"journal-article","created":{"date-parts":[[2025,9,3]],"date-time":"2025-09-03T12:07:32Z","timestamp":1756901252000},"page":"237","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["Influence of Goal-Framing Type and Product Type on Consumer Decision-Making: Dual Evidence from Behavior and Eye Movement"],"prefix":"10.3390","volume":"20","author":[{"given":"Siyuan","family":"Wei","sequence":"first","affiliation":[{"name":"School of Philosophy and Sociology, Jilin University, Changchun 130012, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jing","family":"Gao","sequence":"additional","affiliation":[{"name":"School of Psychical Education, Northeast Normal University, Changchun 130024, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Taiyang","family":"Zhao","sequence":"additional","affiliation":[{"name":"School of Philosophy and Sociology, Jilin University, Changchun 130012, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1602-064X","authenticated-orcid":false,"given":"Shengliang","family":"Deng","sequence":"additional","affiliation":[{"name":"Goodman School of Business, Brock University, St. Catharines, ON L2S 3A1, Canada"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,9,3]]},"reference":[{"key":"ref_1","first-page":"161","article-title":"Guest Editorial: Brand-Consumer Relationship Management via Interactive Marketing Opportunities","volume":"19","author":"Wang","year":"2025","journal-title":"J. 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