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Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit

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  • Jiewen Hong
  • Angela Y. Lee

Abstract

This research examines the effect of regulatory fit on self-regulation. People experience regulatory fit when their strategy of goal pursuit fits (vs. conflicts) with their regulatory focus. Four experiments provide support for the hypothesis that regulatory fit improves whereas regulatory nonfit impairs self-regulatory performance. These results were obtained across multiple self-regulatory tasks that included a handgrip exercise to test physical endurance (experiment 1), a choice between a healthy and a decadent snack to test willpower in the face of temptation (experiments 2 and 3), and a health-related compliance decision to demonstrate self-regulation (experiment 4). Intensified motivation seems to be the mechanism underlying the regulatory fit effect. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Jiewen Hong & Angela Y. Lee, 2008. "Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 682-695, August.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:5:p:682-695
    DOI: 10.1086/521902
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    Cited by:

    1. Ashraf, Abdul R. & Thongpapanl, Narongsak (Tek), 2015. "Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 13-25.
    2. Koo, Minkyung & Shavitt, Sharon & Lalwani, Ashok K. & Chinchanachokchai, Sydney, 2020. "Engaging in a culturally mismatched thinking style increases the preference for familiar consumer options for analytic but not holistic thinkers," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 837-852.
    3. David Silvera & FRANK R. KARDES & BRUCE E. PFEIFFER & ASHLEY R. ARSENA & R. JUSTIN GOSS, 2013. "Getting consumers to generate their own ad content: The impact of imagine instructions on persuasion," Working Papers 0202mkt, College of Business, University of Texas at San Antonio.
    4. Ludolph, Ramona & Schulz, Peter J., 2015. "Does regulatory fit lead to more effective health communication? A systematic review," Social Science & Medicine, Elsevier, vol. 128(C), pages 142-150.
    5. David Rodrigues & Diniz Lopes & Madoka Kumashiro, 2017. "The “I” in us, or the eye on us? Regulatory focus, commitment and derogation of an attractive alternative person," PLOS ONE, Public Library of Science, vol. 12(3), pages 1-24, March.
    6. Li, Andrew & Evans, Joel & Christian, Michael S. & Gilliland, Stephen W. & Kausel, Edgar E. & Stein, Jordan H., 2011. "The effects of managerial regulatory fit priming on reactions to explanations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(2), pages 268-282, July.
    7. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    8. David H. Silvera & Frank R. Kardes & Bruce E. Pfeiffer & Ashley Rae Arsena & R. Justin Goss, 2013. "Getting Consumers To Generate Their Own Ad Content: The Impact Of Imagine Instructions On Persuasion," Working Papers 0208mkt, College of Business, University of Texas at San Antonio.
    9. Alison Jing Xu & Dolores Albarracín, 2016. "Constrained Physical Space Constrains Hedonism," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 557-568.
    10. Peng, Ann C. & Dunn, Jennifer & Conlon, Donald E., 2015. "When vigilance prevails: The effect of regulatory focus and accountability on integrative negotiation outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 126(C), pages 77-87.
    11. Cheng, Yin-Hui & Yen, HsiuJu Rebecca & Chuang, Shih-Chieh & Chang, Chia-Jung, 2013. "Product option framing under the influence of a promotion versus prevention focus," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 402-413.
    12. Silvera, David H. & Pfeiffer, Bruce E. & Kardes, Frank R. & Arsena, Ashley & Justin Goss, R., 2014. "Using imagine instructions to induce consumers to generate ad-supporting content," Journal of Business Research, Elsevier, vol. 67(7), pages 1567-1572.
    13. Lount, Robert B. & Pettit, Nathan C. & Doyle, Sarah P., 2017. "Motivating underdogs and favorites," Organizational Behavior and Human Decision Processes, Elsevier, vol. 141(C), pages 82-93.
    14. Jun Zou & Yifan Tang & Ping Qing & Han Li & Amar Razzaq, 2021. "Donation or Discount: Effect of Promotion Mode on Green Consumption Behavior," IJERPH, MDPI, vol. 18(4), pages 1-13, February.
    15. Dewitte, Siegfried, 2013. "From willpower breakdown to the breakdown of the willpower model – The symmetry of self-control and impulsive behavior," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 16-25.
    16. Abiodun Adegbile & David Sarpong, 2015. "Managerial Engagement with Scenario Planning: A Conceptual Consumption Approach," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 9(4), pages 73-80.
    17. Alden, Dana L. & Friend, John & Schapira, Marilyn & Stiggelbout, Anne, 2014. "Cultural targeting and tailoring of shared decision making technology: A theoretical framework for improving the effectiveness of patient decision aids in culturally diverse groups," Social Science & Medicine, Elsevier, vol. 105(C), pages 1-8.
    18. Ashraf, Abdul R. & Razzaque, Mohammed A. & Thongpapanl, Narongsak (Tek), 2016. "The role of customer regulatory orientation and fit in online shopping across cultural contexts," Journal of Business Research, Elsevier, vol. 69(12), pages 6040-6047.
    19. Xun (Irene) Huang & Zhongqiang (Tak) Huang & Robert S. Wyer, 2016. "Slowing Down in the Good Old Days: The Effect of Nostalgia on Consumer Patience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 372-387.
    20. Ewe, Soo Yeong & Lee, Christina Kwai Choi & Watabe, Motoki, 2020. "Prevention focus and prior investment failure in financial decision making," Journal of Behavioral and Experimental Finance, Elsevier, vol. 26(C).

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