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

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.


Huimin Xu, Paul 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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1106-1106.


Huimin Xu, The Sage Colleges, USA
Paul Connell, City University London, UK
Ada Leung, Pennsylvania State University Berks, USA
Cuiping Chen, University of Ontario Institute of Technology, Canada


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss

Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada

Read More


N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.