How Regulatory Fit Affects Value in Consumer Choices and Opinions

Avnet, Tamar and E. Tory Higgins (2006). “How Regulatory Fit Impacts Value in Consumer Choices and Opinions”, Journal of Marketing Research, Vol. 43, (1) Feb., 1-10.

19 Pages Posted: 16 Aug 2012

See all articles by Tamar Avnet

Tamar Avnet

Yeshiva University - Syms School of Business

E. Tory Higgins

Columbia University - Columbia Business School, Management

Date Written: February 1, 2006

Abstract

Regulatory fit occurs when the manner of peoples’ engagement in an activity sustains their current goal orientation or concerns with that activity. It is proposed that regulatory fit changes the significance of consumers’ reactions to something, including the perceived monetary value of a choice they have made or the persuasiveness of a message they have received. When there is a fit, people engage more strongly in and “feel right” about what they are doing, and subsequent evaluative reactions (positive or negative) can be intensified by this fit experience. The fit experience is shown to influence the strength of value experiences independent of hedonic experiences. The authors discuss how the fit effect on value is distinct from other factors that affect value, such as relevancy, matching, hedonic mood, and arousal. Using prior research on this topic, this article summarizes the current state of knowledge about how fit influences value and offers new ideas for further research.

Keywords: Fit, value

Suggested Citation

Avnet, Tamar and Higgins, E. Tory, How Regulatory Fit Affects Value in Consumer Choices and Opinions (February 1, 2006). Avnet, Tamar and E. Tory Higgins (2006). “How Regulatory Fit Impacts Value in Consumer Choices and Opinions”, Journal of Marketing Research, Vol. 43, (1) Feb., 1-10., Available at SSRN: https://ssrn.com/abstract=2130671

Tamar Avnet (Contact Author)

Yeshiva University - Syms School of Business ( email )

New York, NY
United States

E. Tory Higgins

Columbia University - Columbia Business School, Management ( email )

3022 Broadway
New York, NY 10027
United States

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