Social Tie Distance’S Effect on Regulatory Focus When Buying For Others

Huimin Xu, The Sage Colleges
Ada Leung, Pennsylvania State University, USA
Lin Guo, University of New Hampshire
Existing research often treats self-regulatory focus as a situational variable that can be made temporarily salient by task framing. Our research posits self-regulatory focus as an inherent characteristic of social relationships. Three experiments show that making purchase decisions for a particular social tie elicits a certain self-regulatory focus.
[ to cite ]:
Huimin Xu, Ada Leung, and Lin Guo (2014) ,"Social Tie Distance’S Effect on Regulatory Focus When Buying For Others", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 739-740.