Arie W. Kruglanski, (2006). The Nature of Fit and the Origins of “Feeling Right”: A Goal-Systemic Perspective. Journal of Marketing Research: Vol. 43, No. 1, pp. 11-14.
doi: 10.1509/jmkr.43.1.11

The Nature of Fit and the Origins of “Feeling Right”: A Goal-Systemic Perspective

Arie W. Kruglanski*

*Distinguished University Professor of Psychology, Department of Psychology, University of Maryland.




Abstract

This article considers the notion of regulatory fit from a goal-systemic perspective. It is suggested that regulatory fit, as Avnet and Higgins (2006) define it, corresponds to a match between a person's activity and his or her (background) process goal of pursuing an (focal) attainment goal in a desired manner. The author considers prior regulatory fit data from this perspective and raises additional issues for further research and theoretical elucidation.

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