This study attempts to categorize customers according to their individual view of face, namely “want to gain face” and “fear to lose face”. Then it will explore these two types of customers’ preferences to different frames of marketing information. The first study explores the trait-orientation to adjusting customers who have different views of face by means of questionnaires. The second study explores the persuasive effects of different frameworks on these two types of customers dependent on an experimental design: 2(customers with different view of face: “want to gain face” vs. “fear to lose face”) ×2(frameworks of advertising information: promoting information vs. preventive information).The results showed that customers’ regulatory orientation determines their view of face. Specifically, for the customers who “want to gain face”, the orientation to promote is greater than that to prevent. Reversely, for those who “fear to lose face”, the orientation to prevent is greater than that to promote. Furthermore, promoting advertises are better at convincing customers who “want to gain face” while preventive advertises do better in persuading customers who “fear to lose face”.