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...

Regulatory fit is experienced when people use goal pursuit means that fit their regulatory orientation. Previous research found that regulatory fit affects people’s sense of importance toward the decision, which in turn can transfer to the value of the decision outcome (Higgins et al., 2002)...

The purpose of this chapter is to discuss how regulatory focus theory, a theory of motivation and self-regulation, can be drawn upon to explain a variety of consumer decision making phenomena. We briefly review the major tenets of the theory, which proposes a fundamental distinction between two...