This chapter provides a general overview of the theory of regulatory fit and non fit. It first provides a definition of what regulatory fit is, followed by a demonstration of regulatory fit within different regulatory orientations such as regulatory focus, and locomotion mode. The chapter than...

This article highlights practical applications for managers and leaders of organizations stemming from recent research on regulatory focus theory. Research has shown that individuals with promotion concerns with growth and gain versus prevention concerns with security and non-loss have...

Regulatory focus theory distinguishes between two different value concerns: promotion concerns with advancement and growth, and prevention concerns with safety and security. Since its publication more than 20 years ago, regulatory focus theory has generated a substantial amount of research and...

Purpose This paper aims to investigates the effect of normative expectations in the purchase process on consumers’ value perceptions for prosocial products (e.g. environmentally friendly products) relative to conventional non-prosocial products. It extends the literature on both prosocial...