Understanding Regulatory Fit
Journal of Marketing Research, Vol. 43, pp. 15-19, February 2006
Posted: 6 Aug 2011
Date Written: 2006
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, highlight in particular the apparent paradoxical role of involvement. We suggest that the antecedents give 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).
Keywords: regulatory fit, process-based, outcome-based, boundary conditions, improved health, well-being
JEL Classification: M30, M31
Suggested Citation: Suggested Citation