本文以“中国人赴日爆买势头加剧”的受众跟帖为例，通过框架分析表明，国族心理距离、调节聚焦与国货认知框架之间存在显著的关联效应。国族心理距离近的受众采取了防御聚焦策略，将发现问题归结为“赴日爆买失德、国货偏见严重等”，把原因解释为“盲目崇尚日货、多数国货已经崛起等”，并做出“媚外、丢人”等道德判断，提出“培养爱国情感、增强国货意识”等解决办法，表现出显著的国货偏爱、正面社会情绪和渐变论特质。国族心理距离远的受众则采取了促进聚焦策略，将发现问题归结为“日货值得偏爱、国货不能购买等”，把原因解释为“国货质量差、日货质量好”，并做出“支持国货愚蠢”等道德判断，提出“支持日货、远离国货”等解决办法，表现出显著的国货偏见、负面社会情绪和实体论特质。在此基础上，本文提出了消费者国货认知的心理距离框架理论及效应模型。

The study analyses the audience reviews of “Chinese rxplosive buy trend to go toJapan” using the psychological distance and the frameing theory. It gets the following conclusion: the audiences has a near national psychological distance, took the defense focused cognitive framework, criticized Japan explosion buyers and burst bought behavior, advocated to support national-brand, and showed a strong national-brand preference, positive social emotions and incremental theorist trait. The audiences has a far national psychological distance, took promote focused cognitive framework, inclined to appreciate of Japanese goods and attacked the national-brand questions, opposed to support national-brand, showed a strong national-brand prejudice, negative social emotional and entity theorist trait. And then, it construct the psychological distance framing theory and effect model about audience national-brand cognitive, and puts forward a new theory of "psychological distance". This paper not only clarifies the difference and its roots of cognitive processing preference between high national-brand consciouseness consumers and national-brand prejudice consumers, but also develops the audience framing theory.