Social Tie Distance’S Effect on Regulatory Focus When 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. Three experiments show that making purchase decisions for a particular social tie elicits a certain self-regulatory focus.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 739-740.

Authors

Huimin Xu, The Sage Colleges
Ada Leung, Pennsylvania State University, USA
Lin Guo, University of New Hampshire



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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