The Effects of Psychological Distance and Self-Construal on Consumer Responses

Abstract

Customers have significantly different reactions when they are exposed to different shopping situation By separating the self and the others in a shopping context a customer will activate different inner self-view orientations in congruent to their psychological distance Previous researches showed when the social bond between two people in a context has been altered and closely examined people tend to do some trade-offs to make the most appropriate outcomes This research puts social distance and self-construal together and investigates the interactions between these two constructs Also the current research aims to take closer look at gender differences and regulatory focus under the different social distance situation and expect the distinct reactions between males versus females and promotion and prevention focus orientations toward self-construals The results of this research provide meaningful insights into the importance of how customers perceive the differences between the self and the others which can affect the purchase decision of the buyers

Date of Award	2016 Jan 30
Original language	English
Supervisor	Tien Wang (Supervisor)