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| The Reaction of Consumers to Others’ Assessments under Different Social Distances |
| CUI Qi，YIN Chengyue，LU Honglei |
| 1.Northeast Normal University, Changchun, China; 2.Jinan University, Guangzhou, China |
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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.
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Received: 27 November 2013
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2014, Vol. 11 
