The diagnosticity of feelings in judgment depends not only on their representativeness and relevance, but also on people’s trust in their feelings in general. Trust in feelings is the degree to which individuals believe that their feelings generally point toward the “right” direction in...

Results from four studies show that the reliance on affect as a heuristic of judgment and decision-making is more pronounced under a promotion focus than under a prevention focus. Two different manifestations of this phenomenon were observed. Studies 1-3 show that different types of affective...

We propose that the reliance on feelings as information in judgment may involve two separate mechanisms: one involves a metacognitive assessment of whether one's feelings should be trusted in the judgment; the other is more mindless reliance on feelings without much consideration for their...

We offer a constructive critique of Regulatory Engagement Theory (Higgins, 2006; Higgins & Scholer, 2009). After highlighting the major tenets of the theory and its main contributions, we identify some of its conceptual ambiguities. We then argue that the hedonic and intensity components of value...

Results from four studies show that the reliance on affect as a heuristic of judgment and decision making is more pronounced under a promotion focus than under a prevention focus. Two different manifestations of this phenomenon were observed. Studies 1–3 show that different types of affective...

Motivation research distinguishes two types of goals: (a) ideals, which relate to people’s hopes, wishes, and aspirations, and (b) oughts, which relate to people’s duties, obligations, and responsibilities. We propose that, in persuasion, the accessibility of ideals increases consumers’...

Although choosing from large assortments has often been found to be demotivating, a robust finding in the marketing literature is that consumers generally prefer larger product assortments. Standard explanations for this preference for larger assortments have focused on reason-based...

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...

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...