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Understanding Regulatory Fit

  • 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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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP1910.pdf
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    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
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    Handle: RePEc:ecl:stabus:1910
    Contact details of provider: Postal: Stanford University, Stanford, CA 94305-5015
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    Web page: http://gsbapps.stanford.edu/researchpapers/
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    1. 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.
    2. 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.
    3. 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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