We compute the modified friction coefficient controlling the propagation of tensor metric perturbations in the context of a generalized cosmological scenario based on a theory of gravity with quadratic curvature corrections. In such a context we discuss the differences between gravitational and electromagnetic luminosity distance, as well as the differences with the standard results based on the Einstein equations. We present numerical estimates of the modified luminosity distance on the cosmic redshift scale typical of Supernovae and standard sirens.