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The paper attempts to answer “Will the shift from the locus of self to locus of others impact the magnitude of loss aversion?” and “Will different prices affect the self‐other asymmetry in choice?”.

The design is a two (locus: self vs others) by two (anchoring price: $30 vs $90) between‐subjects’ factorial with both the locus of evaluation and the monthly service plan charges (anchoring prices) as the between‐subjects’ factors.

The author finds that inertia equity is smaller when consumers evaluate peer customers than when they evaluate themselves to switch brands. It is also found that the locus effect is applicable to brands at various prices.

Further research should focus on the validations of the assumptions to support the empirical finding from the theoretical perspective.

Price reductions should be made personally relevant to the consumer and price increases should be made relevant to other things.

The locus effect expands the assessment of loss aversion from one (self or other) to two dimensions jointly (self and other). It demonstrates the impact of the locus of evaluation on the magnitude of loss aversion.

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.

Examines the recent research on advertising in mainland China over the 1979‐1998 period. Suggests that findings show a sustained effort in academic research/publications on advertising in China is in the early stage of its development and whilst many areas have been researched, there are many more yet to be touched. Concludes that the research is seldom based on established theoretical or conceptual framework and the research methods and types of analysis used have not been very advanced when compared to general advertising research.