Are All Experiences of Fit Created Equal? The Roles of Strength Of Engagement and Feeling Right in Determining Consumers Evaluations
66 Pages Posted: 4 Mar 2010
Date Written: March 3, 2010
Abstract
This article examines how the “feeling right” experience and “strength of engagement” influence evaluations. More specifically it investigates the conditions under which regulatory fit creates a feeling right experience as compared to an increase in strength of engagement. Across four studies and two consumer domains, feeling right was found to mediate between the experience of regulatory fit and evaluation under low involvement while strength of engagement was found to be a mediator under high involvement. The mediation of the experience of feeling right was found to increase the positivity of evaluative reactions while the mediation of strength of engagement was found to intensify evaluative reactions. These results suggest that regulatory fit can affect evaluative reactions differently depending on the type of processing that is taking place. When a more superficial processing is taking place (under low involvement) regulatory fit affects evaluations through feeling right while when a more thorough processing is taking place (under high involvement) regulatory fit affects evaluations through strength of engagement.
Keywords: Regulatory fit, Feeling right, Strength of engagement, Involvement, non fit, fit
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