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Understanding Regulatory Fit


  • Aaker, Jennifer L.

    (Stanford U)

  • Lee, Angela Y.

    (Northwestern U)


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).

Suggested Citation

  • Aaker, Jennifer L. & Lee, Angela Y., 2006. "Understanding Regulatory Fit," Research Papers 1910, Stanford University, Graduate School of Business.
  • Handle: RePEc:ecl:stabus:1910

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    References listed on IDEAS

    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.
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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. 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.
    3. repec:eee:joreco:v:39:y:2017:i:c:p:279-285 is not listed on IDEAS
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. Kuo, Andrew & Rice, Dan Hamilton & Fennell, Patrick, 2016. "How fitting! The influence of fence-context fit on price discrimination fairness," Journal of Business Research, Elsevier, vol. 69(8), pages 2634-2640.
    9. 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.
    10. repec:kap:mktlet:v:29:y:2018:i:1:d:10.1007_s11002-017-9443-4 is not listed on IDEAS
    11. repec:eee:ijrema:v:33:y:2016:i:3:p:600-611 is not listed on IDEAS
    12. 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.
    13. 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.
    14. 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.
    15. repec:eee:joinma:v:32:y:2015:i:c:p:13-25 is not listed on IDEAS
    16. Chatterjee, Subimal & Rai, Dipankar & Heath, Timothy B., 2016. "Tradeoff between time and money: The asymmetric consideration of opportunity costs," Journal of Business Research, Elsevier, vol. 69(7), pages 2560-2566.
    17. repec:eee:ijrema:v:35:y:2018:i:1:p:170-184 is not listed on IDEAS
    18. Khajehzadeh, Saman & Oppewal, Harmen & Tojib, Dewi, 2014. "Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit," Journal of Business Research, Elsevier, vol. 67(11), pages 2447-2455.
    19. Samson, Alain & Voyer, Benjamin G., 2014. "Emergency purchasing situations: Implications for consumer decision-making," Journal of Economic Psychology, Elsevier, vol. 44(C), pages 21-33.
    20. repec:ibn:ijmsjn:v:9:y:2017:i:5:p:108-124 is not listed on IDEAS

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