消费者对不同社会距离下他人评价的反应

The Reaction of Consumers to Others' Assessments under Different Social Distances

为了探究不同调节定向类型的消费者对不同社会距离他人评价的反应,采用2(调节定向:促进VS预防)×2(社会距离:社会远距离VS社会近距离)×2(评价属性:积极VS消极)实验设计的方法,结果发现,促进定向的消费者更愿意接受社会远距离他人的评价,预防定向的消费者更愿意接受社会近距离他人的评价。促进定向的消费者受社会远距离他人的积极评价影响更显著,预防定向的消费者受社会近距离他人的消极评价影响更显著。

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.