The Influence of Social Relationships on Self-Regulatory Focus in Buying For Others

Huimin Xu, The Sage Colleges, USA
Paul M. Connell, City University London, UK
Ada Leung, Pennsylvania State University Berks, USA
Cuiping Chen, University of Ontario Institute of Technology, Canada
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. Making purchase decisions for a particular social tie elicits a certain self-regulatory focus.
[ to cite ]:
Huimin Xu, Paul M. Connell, Ada Leung, and Cuiping Chen (2012) ,"The Influence of Social Relationships on Self-Regulatory Focus in Buying For Others", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1106-1106.