Tamar Avnet and E. Tory Higgins, (2006). How Regulatory Fit Affects Value in Consumer Choices and Opinions. Journal of Marketing Research: Vol. 43, No. 1, pp. 1-10.
doi: 10.1509/jmkr.43.1.1

How Regulatory Fit Affects Value in Consumer Choices and Opinions

Tamar Avnet1,

1Assistant Professor of Business, Rotman School of Management, University of Toronto.


E. Tory Higgins2

2Professor of Psychology, Department of Psychology, and Professor of Management, Columbia School of Business, Columbia University.




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.

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