社会距离和调节定向对属性可比性依赖的影响

In post-industrial society, the quantity delivered and type of product have been greatly increased. Consumers have more and more choices when shopping. The similarity and difference of products run through all aspects of product informationg classification, product information comparison and final choice choice decision-making. According to Structural alignment theory, the attributes of different products can be divided into common attributes, alignable attributes (i.e.,attributes that are shared but vary in value across options) and nonalignable attributes (i.e.,attributes that belong to only one option). Generally speaking, when people choose products, they will pay more attention to alignable attributes of the product and less attention to nonalignable attributes of the product. However, according to the construal level theory, self-other decision making will affect people's dependence on alignable attributes and nonalignable attributes. The study adopts social distance 2(self/others)×brand type 2(the advantages of the alignable attrubutes/the advantages of the nonalignable attributes)×regulation foces 2(promotion focus/prevention focus) between-subjects design. The results revealed the differences of making decision for themselves or others in the dependence on alignable attributes and nonalignable attributes: (1) people pay more attention to alignable attributes when making decision for themselves and less attention to nonalignable attributes when making decision for others; (2)construal level mediates the effects of self-other decision on dependence on alignable attributes and nonalignable attributes; (3)regulation focus have a regulation on the relationship between self-other decision making and the dependence on alignable attributes and nonalignable attributes. The research results can provide certain theoretical basis and management inspiration for marketing.