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Understanding Regulatory Fit


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  • Aaker, Jennifer L.

    (Stanford U)

  • Lee, Angela Y.

    (Northwestern U)

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    We focus on three critical areas of future research on regulatory fit. The first focuses on how regulatory orientation gets sustained. We argue that there are two distinct approaches that bring about the 'just right feeling': (1) process-based (involving the interaction between regulatory orientation and decision making processes) and (2) outcome-based (involving the interaction between regulatory orientation and framed outcomes offered). Second, we discuss possible boundary conditions of regulatory fit effects, highlighting in particular the apparent paradoxical role of involvement. We suggest that the antecedents giving rise to regulatory fit (e.g., lowered motivation) may differ from its consequences (e.g., increased motivation). Finally, we discuss broader implications of regulatory fit, proposing three possible mechanisms by which regulatory fit may lead to improved health and discussing the degree to which the 'just right feeling' may play a role in goal-sustaining experiences related to subjective well-being (e.g., flow).

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    Bibliographic Info

    Paper provided by Stanford University, Graduate School of Business in its series Research Papers with number 1910.

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    Date of creation: Feb 2006
    Date of revision:
    Handle: RePEc:ecl:stabus:1910

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    Postal: Stanford University, Stanford, CA 94305-5015
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    1. Lee, Angela Y. & Aaker, Jennifer L. & Gardner, Wendi L., 2000. "The Pleasures and Pains of Distinct Self-Construals: The Role of Interdependence in Regulatory Focus," Research Papers 1577r, Stanford University, Graduate School of Business.
    2. Barbara E. Kahn & Mary Frances Luce, 2003. "Understanding High-Stakes Consumer Decisions: Mammography Adherence Following False-Alarm Test Results," Marketing Science, INFORMS, vol. 22(3), pages 393-410, April.
    3. Aaker, Jennifer L & Lee, Angela Y, 2001. " "I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 33-49, June.
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    Cited by:
    1. Sweetin, Vernon H. & Knowles, Lynette L. & Summey, John H. & McQueen, Kand S., 2013. "Willingness-to-punish the corporate brand for corporate social irresponsibility," Journal of Business Research, Elsevier, vol. 66(10), pages 1822-1830.
    2. Zhang, Xiang & Chen, Rongqiu, 2013. "Asymmetric effects, regulatory focus, and attribute satisfaction—Mixed experimental evidence in airline overbooking recovery," International Journal of Production Economics, Elsevier, vol. 142(1), pages 27-36.
    3. 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.
    4. Vladimir Melnyk & Erica Herpen & Arnout Fischer & Hans Trijp, 2013. "Regulatory fit effects for injunctive versus descriptive social norms: Evidence from the promotion of sustainable products," Marketing Letters, Springer, vol. 24(2), pages 191-203, June.
    5. Jungsil Choi & Duane Myer, 2012. "The effect of product positioning in a comparison table on consumers’ evaluation of a sponsor," Marketing Letters, Springer, vol. 23(1), pages 367-380, March.
    6. L. Balbo & M.L. Gavard-Perret, 2010. "L'utilisation du cadrage des conséquences au sein des messages de sante publique : bilan et perspectives pour la recherche en marketing," Post-Print halshs-00534782, HAL.
    7. Poels, Karolien & Dewitte, Siegfried, 2008. "Hope and self-regulatory goals applied to an advertising context: Promoting prevention stimulates goal-directed behavior," Journal of Business Research, Elsevier, vol. 61(10), pages 1030-1040, October.
    8. Pierro, Antonio & Giacomantonio, Mauro & Pica, Gennaro & Mannetti, Lucia & Kruglanski, Arie W. & Tory Higgins, E., 2013. "When comparative ads are more effective: Fit with audience’s regulatory mode," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 90-103.


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