Abstract：This study explored the reaction to others’ assessments of consumers who are of different types of regulatory focus to others’ assessments under different social distances. The experiment adopted the setting as 2 (Regulatory Focus: promotion orientation VS prevention orientation)× 2 (Social Distance: social distance VS social close)× 2 (Evaluation attribute: positive VS negative). It is found that consumers with promotion orientation are more willing to accept the assessments from distant others while consumers with prevention orientation are more will to accept the assessments from close others. In addition, the prominent impact is found when consumers with promotion orientation get positive assessments from distant others, or when consumers with prevention orientation get negative assessments from close others.
崔起，银成钺，鹿洪蕾. 消费者对不同社会距离下他人评价的反应[J]. J4, 2014, 11(9): 1396-.
CUI Qi，YIN Chengyue，LU Honglei. The Reaction of Consumers to Others’ Assessments under Different Social Distances. J4, 2014, 11(9): 1396-.
2014, Vol. 11 
