Social experience (i.e., social inclusion versus exclusion) is an important factor that influences consumer behaviors but has not been adequately examined in advertising research. To fill this gap, we conducted three experiments to investigate how consumers’ social experiences affect their responses to promotion-focused versus prevention-focused advertisements. Our findings indicated that consumers who experienced being included or being ignored responded more favorably to promotion-focused advertisements than prevention-focused advertisements. However, these effects were due to different underlying mechanisms. Consumers who experienced being rejected were indifferent to advertisements’ regulatory focus, but they preferred promotion-focused advertisements once they received a self-esteem boost. These findings are believed to provide meaningful contributions to both advertising research and practice.

中文翻译：

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被接受或被排斥：社会经历如何影响消费者对具有不同监管重点的广告的反应

社会经验（即社会包容与排斥）是影响消费者行为的重要因素，但尚未在广告研究中进行充分检查。为了填补这一空白，我们进行了三个实验，以调查消费者的社会经历如何影响他们对以促销为重点的广告与以预防为重点的广告的反应。我们的研究结果表明，经历过被包含或被忽略的消费者对以促销为重点的广告的反应要比以预防为重点的广告反应更好。但是，这些影响是由于不同的潜在机制引起的。经历过被拒绝的消费者对广告的监管重点无动于衷，但是一旦获得了自尊心的提升，他们就会选择以促销为重点的广告。